We designed an entire marketing campaign in anaglyph 3D media (3D print illustrations and 3D video). This campaign involved direct mail, email, graphic design, an automated marketing platform, social media, and video production. Campaign targets received a pair of Net Health branded 3D glasses to be used to view the follow-on materials sent to them weekly – including a series of 3D postcards, 3D emails, 3D landing pages, and 5 different 3D videos.
The Net Health Competitive Replacement Campaign is a 31-day campaign targeting 265 corporate targets and 2,350 individual contacts. The campaign consists of 5 physical mailing touch points and 5 email touch points.
For the launch, targets received a “surprise” tube mailer containing a pair of Net Health branded 3D glasses, 3D materials to view, and a call to action to visit a website for a 3D video.
The medical industry is saturated with stock images of doctors, nurses, and hospitals. We wanted to do something different and memorable – cars doing loops, robots, rockets, superheroes. Our aim was to bring some whimsy into their day, as well as give them something to hold on to beyond initial “reading the mail”. What’s a better work day break than 3D glasses?
Each week a unique direct mail piece (and corresponding email) with a new 3D video was sent to the target audience.
Campaign Design Elements
The Initial Mailing
The initial mailing consists of a pair of Net Health branded 3D glasses and a note. The note contains a call to action to a personalized landing page (PURL). The landing page hosts a 3D video (as seen below).
Video (the playlist will update each week to correspond with each postcard)
A new 3D video is uploaded each week to correspond to the new postcard each prospect receives. The postcards and video will each hit a prospect pain point or unique Net Health product benefit.