Front-page exclusive 'Motorola V220 speaks out: "My life with Karen"' is continued inside with a mock interview in which the outdated mobile shares its concerns over the future of their relationship now that younger, sexier models are available free from Carphone Warehouse. This is a nice touch, reminiscent of the company's bitter-sweet TV spots from a few years ago.
My one gripe with this piece is that the transition from OK!-style expose to call to action - visit the website or call in store - is a little clunky and obvious. The interview-like tone seems to unravel once the sales pitch starts. However, once past this transition phase, the offers are clearly presented and will inspire many to investigate further.
This is a fresh, attention-grabbing piece. The personalised magazine-style cover offers a clear incentive to read further, reducing to a minimum the proportion of mailings that will land unopened in the bin. With the personalisation continuing through the piece, the offers seem both relevant and enticing - something that is obviously vital for any direct mail to be effective.