The team at Dougie Mac identified a number of myths which surrounded their business and wanted to create an educational direct mail piece that would help to improve the local area’s knowledge of the hospice and the work that they do. The mailer was to be delivered to 250,000 households in Dougie Mac’s catchment area.
Dougie Mac approached Harrison Carloss to create an eye-catching and engaging direct mail concept that would bust misconceptions about the hospice and educate recipients about auxiliary services that they offer. The mailer needed to be eye-catching, enticing homeowners to open it and the hospice also wanted it to look completely different to other communications coming from Dougie Mac.
The concepts were further developed after internal feedback and colour schemes proposed to help distinguish this piece from anything else from Dougie Mac. Scamping creative concepts at this early stage also allowed us to have more creativity earlier on in the process without fleshing out fully established ideas.
After presenting two concepts to the team at the hospice, they decided to merge a number of their favourite elements to create a hybrid design. This was then mocked up for final approval from the client before going back in the studio for design and refinement.
Copy was kept minimal for easy and accessible reading and the bright and colourful design appealed to all ages. The incorporation of a full spread timeline meant the mailer could be kept and displayed as a poster where needed including GP surgeries or in the home.
The myth-busting back page directly addressed a number of the misconceptions held about the hospice with a survey to be completed later this year as a follow up to the success of the campaign.
We met with the team, who listened to the brief and asked all the right questions to really get to the heart of our vision. With their creativity and originality they translated it into a great concept that ticked all the boxes. A seamless process from start to finish meant it was a joy to see it come to life; furthermore the campaign achieved exactly what we set out to accomplish and something we are very proud of. Having worked with Harrison Carloss on a variety of projects over the last few years it is clear they approach them all with the same diligence, enthusiasm and a focus to deliver on schedule and within the agreed budget.
Karen McKenzie, Dougie Mac