This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

The World’s First Instant Direct Mail Piece

And now we present Lowe Roche/Toronto in perhaps one of the most creative and effective direct mail campaigns of the summer, achieving a reported response rate of 32%.

(For reference, the average postcard response rate is 1% – 2.5% according to the DMA’s recently released 2012 Response Rate Report.)