Throwback Thursday Direct Mail: Sony’s Clutch Move
This direct mail piece shows a perfect way to illustrate an important benefit of the product you’re promoting.
Mailer Name: Sony Electronics
Date Mailed: March 2009
Direct mail can use a lot of different looks to intrigue a prospect. Here, Sony went with an outer that closely resembles a woman’s clutch, down to its size, soft coating, and “stitching.” The 5”x10” envelope teases: “Introducing the world’s lightest 8” computer. See for yourself.”
Inside, a multi-fold brochure introduces the Vaio P Series computer. It’s a subnotebook, a type of laptop that is smaller and lighter than a typical notebook.
The front panel reproduces the device’s lid. When flipped up, or opened as the real computer would be, the spread inside shows a screen on the top panel, and a keyboard at bottom. Again, both are exact reproductions of the real thing.
Next, when opened up again to four panels, the brochure begins promoting what it calls a “Lifestyle PC.” It’s small, it claims, “approximately the size of this folded mailer.” To further the connection with the mailer, the copy continues: “It easily fits into a jacket pocket or fashion clutch.”
Finally, the remaining paragraphs describe other benefits of the notebook, like its mobile broadband, “stunning” high-res display, and Windows Vista OS. At bottom, above the call to action, PCs in the four available colors are shown.
NOTE: Following a refresh in 2010, the P series was discontinued a year later. In 2014, Sony sold the Vaio brand to a Japan-based investment group.
You can view the entire package to see how Sony uses design to get a prospect inside the outer and the brochure. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
Powerful visual elements and even the mail piece itself can put your customer in the right frame of mind.