All too often, in a cluttered media environment, they simply end up adding to a wash of noise pollution. However, with a straightforward proposition, demonstrated modestly and effectively, less can be more, and that's exactly why this mailing from the RAC succeeds.

Right now, we're all paying closer attention to what we get out of any membership fee, and the RAC 'Smiles' pack demonstrates its benefits clearly. The agency hasn't gone overboard on gimmicks; as it says on the undersized mailing's outer, 'it's the little things that make you smile'. The obligatory 'savings' are there, in a 'little book of discounts', but so are many light, well-crafted touches.

This is a rewarding and reassuring piece for members. Receiving it won't trigger a stampede to the nearest Roadchef, but it will make them feel more comfortable renewing their memberships.

The only downside is the associated web experience, which could have been more engaging. In this new era of austerity, online is one area where we can still afford to deploy a little more creativity, but sadly the charm of the mail pack is not carried through to the web activity.

Agency: Curious.