The marketing solution, called “Matter”, is a box that fits the standard letterboxes and allows marketers to send consumers real, physical brand representation items. The Matter Box contains about a dozen items, each from different company, and is delivered to on a Saturday morning to those who have signed up for the free service.

So far Royal Mail reported as many as 30.000 registrations for the Matter Box.

Vice-Chairman of the Ogilvy group UK, Rory Sutherland stated that this is one of the greatest ideas in DM for years.

The average recall rate for each brand representation, six weeks after receiving the boxes, was 85%. Further figures show that nearly half of the recipients used the products, 21% gave an item to a friend or family and 20% spoke discussed the brand with a family member or friend.

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