In today’s age of information overload, the attention of prospective customers is the most valuable currency marketers have. But how does one break through the clutter?
That question was at the heart of a recent project for RJ Health.
According to Jeremiah Dart, the company’s marketing director, they were looking for a creative way to get people to visit a particular landing page and, once there, register. With customers’ contact information in hand, RJ Health would then be able to reach out and discuss an API solution with regard to their health insurance claims.
“We were looking for some sort of container because the idea was that we wanted to be able to give away something of value that we could attach our branding to but also something that would be valuable enough that it wouldn’t be thrown away,” Dart said. “So, something beyond a [flat] postcard where people would say, ‘Oh, that’s interesting’ and in the garbage it goes. Something more memorable from the experience of interacting with that piece.”
Ultimately, the team chose Red Paper Plane’s Fall Away Box.
The 3.5" x 3.5"x 7.625" box stands vertically and encloses an object related to the brand messaging. Tear the zip strip and the box falls away to reveal additional information, promotional codes as well as the gift inside.
“In this particular case, the problem that the recipients have is a lot of noise and confusion related to NDC codes as that relates to specialty drug reimb
ursement,” Dart said. “What we provided for them was a set of headphones with the concept of blocking out the noise. For the exterior, we wanted it to seem very busy and noisy, and for the interior it was a value proposition and information about the problem they were encountering and how we could be a solution.”
In total, Dart said the piece was distributed to about 250 recipients.
