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Royal Mail offers digital mailers through Sony partnership

LONDON - Royal Mail and Sony have established a partnership offering advertisers the ability to post personalised CD-rom brochures to prospective clients and track their responses.

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Audi has already enjoyed a 10% response rate from using the service and has rebooked, while a second unnamed major car manufacturer is also currently running a campaign.

Audi's advertising agency BBH used Sony DADC's technology to deliver 33,400 named consumers a CD-rom offering an interactive tour of its new Q7 model, as well as the TV ad.

Recipients were able to confirm their data, request a printed brochure and book a test drive at the click of a button, rather than having to input text or use the phone. Audi was able to monitor their interest using Sony DADC's reporting service.

Each disc can be inscribed with a unique code and the content on each disc can be tailored to individual recipients.

Alex Batchelor, Royal Mail's marketing director, believes the service will make the post attractive to traditional above-the-line advertisers.

He said: "This revolutionary approach now means advertising through the post isn't just great for driving sales and generating responses, but has greater scope for building brands."

The discs are readable by PCs and Macs according to Sony DADC's business development director Christian Dankl, and will in future be available as DVDs.

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