YEAR
2002
PROJECT
‘Twas the Day
After Christmas
CLIENT
RR Donnelley
The Backstory
Back in the day, the nation’s largest mailer of packages in the United States was not Amazon. It was CTC Distribution Direct, a small-parcel consolidator that moved more than 40 percent of the US Postal Service’s parcel volume. As a DKY client, the company was purchased by RR Donnelley, which distributed catalogs, magazines, books and direct mail.
Here Comes Christmas
In advance of the 2002 holiday shopping season, DKY was charged with creating a campaign to get the attention of direct marketers who could save significant shipping expenses by partnering with RR Donnelley. Our creative efforts included a new corporate brand design, a trade magazine ad, direct mail, corporate collateral and a trade show display.
Fun Fact
DKY hired an artisan to craft a custom Christmas ornament showing a perturbed Santa reviewing his shipping bill with a cowering elf at his side. This ornament was photographed in a rich blue light as a scene for the print ad and was included in the direct mail package sent to targeted prospects.
’Twas The Day After Christmas
Each ornament came with a tag including a unique RR Donnelley version of the classic poem, ’Twas The Night Before Christmas:
’Twas the day after Christmas and all through the shop,
The elves all fell silent as Santa’s jaw dropped.
The shipping bill came and was worse than they feared,
They had let down the boss with the snowy white beard.
Donnelley Logistics would save them some cash,
Up to 25% on the whole Christmas stash.
Santa knew right away who the elves ought to call.
With Donnelley Logistics we can send more gifts to all!
If your shipping bill is no longer merry, call 1-800-800-SHIP or visit donnelleylogistics.com.
B2B Brand Love
DKY has had the privilege of serving many remarkable, but under-the-radar, B2B brands over the decades. CTC Distribution Direct definitely fit that description – although it’s hard to describe a major player like RR Donnelley as “under the radar”. Regardless, it’s always fun to partner with hardworking brands and shine a light on the amazing work they do that benefits so many consumers who’ve likely never heard their name.
