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BACKGROUND
BMG/Columbia House is the world's largest DVD membership direct marketer. They hired 3 agencies to come up with direct mail packages to promote a new product offering --dv2Club.
SOLUTION
While other agencies designed "conventional" style packages, GRI proposed a "pop-up" insert style package, which had an insert glued to the flap that would "pop-up" when the package was opened. Copy tied-in to this format... "Things are really popping at BMG/Columbia House."
RESULTS
Yielded highest response out of 3 agencies.
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