Direct choice - EDF Energy

EDF has come under fire recently for its TV ads, but despite the furore, it has produced some very tidy direct work, such as this solar energy plaque mailer.

The concept is simple: it plays on those blue heritage plaques you see on buildings that once housed the great and good. The mailer is a personalised green cardboard mock-up of a plaque, and cleverly aligns the humble recipient to those we celebrate in history.

Its shape immediately makes it stand out from the usual junk mail; the colour is eye-catching and the blurb minimal. The message is short and sweet, and the call to action is patently clear: for the recipients to become the first in their street to pioneer solar energy (with EDF), then exhibit the plaque in their front window, decrying their green credentials to those Joneses with whom they've been keeping up.

I wonder if I would think my neighbour a little smug if they had one up, but then again, if it were me, I'd feel rather proud as I stuck it to the glass. I suppose it depends what kind of a person you are whether or not you would actually display it, but either way, the mailer has great cut-through, gets its message across clearly, and, even if you begrudge it, you have still engaged with it.

Agency: Archibald Ingall Stretton.

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