Oracle NetSuite
Account-based marketing campaign
Making direct mail ABM feel less like marketing and more like a conversation starter
Oracle NetSuite wanted to demonstrate their partnership with Deliciously Ella through a direct mail ABM campaign. We knew video content performs well with audiences, so the challenge became finding a novel way to deliver that message to a targeted list of accounts.
The challenge
Here’s the problem with most ABM campaigns: they look and feel like ABM campaigns. Predictable mailers with predictable messaging that end up in the predictable place… the bin. Oracle NetSuite had a genuinely interesting story to tell about their partnership with Deliciously Ella. They also had a practical constraint. Oracle had recently acquired NetSuite, and their brands hadn’t been formally aligned yet. So how do you deliver an engaging message through the post whilst bridging two brand identities?
The process
The concept centred on creating an experience, not just a message. Every step of the direct mail interaction needed to be thought through.
Open the box, scan the QR code printed inside, rest your phone in the recess, and watch the Deliciously Ella case study video whilst enjoying the refreshments. The first 50 respondents also received a Papier notebook, positioned as something practical for meeting notes rather than just branded merchandise.
Making that experience work required solving a few practical challenges. I created a hybrid visual system using Oracle’s brand structure with NetSuite’s colour palette, bridging both identities during their transition period. The packaging was where the design thinking really mattered. This needed to work as a functional viewing experience, not just look the part.
The box contained a Fever-Tree beverage and Deliciously Ella snack bar. I designed custom inserts that kept everything secure in transit and included a recess to prop up a mobile phone at the right viewing angle. We prototyped several iterations to get the viewing experience right.
The outcome
720% ROI, and still growing. The engagement metrics showed people were actually watching the video and responding. The client commissioned three more direct mailers off the back of it, each targeting specific industry verticals. It didn't end up in the predictable place after all.
