November 11, 2016

Every Piece Matters

Want to build a great direct mail piece? Send LEGO.

The Ask: A unique direct mail campaign

When the Finishing Solutions Network came to us looking for an original DM piece that would capture the attention of their architect contacts, we knew a standard postcard would not do the job.

When producing direct mail campaigns, our main goal is to produce something that will cut through the endless mailings people get every day. Architects are builders and tinkerers at heart, so we decided to produce something that played into those traits.

The Concept: Frank Lloyd Wright’s Willits House, LEGO style

We sent FSN’s group of architects a 21-piece LEGO replica of the Willits House, designed by the legendary Frank Lloyd Wright. It was mailed in see-through packaging so their interest would be captured. The mailer served as a fun side project that looks great on a desk once it’s built. In fact, a couple of us currently sport the replica on our desks.

Designed way back in 1901, the Willits House (located in Highland Park) is a lasting staple of Illinois architecture. It’s considered the first great Prairie house ever constructed, a striking mashup of nature and architecture.

The Finishing Solutions Network exists to connect people with the drywall, painting and glazing contractors they need for commercial and residential projects.

We love working with FSN because of their willingness to try new things and get in front of their audience in a unique way. They fully grasp the power of great direct mail, and it makes our job that much more enjoyable.