BMF uses direct mail to find the best of the best

"We delivered the flat-pack seats to students all over the country, using Express Post."
- Alex Caredes, Director of Business Development at BMF


Australian advertising agency BMF aims to recruit the best and brightest talent, with its graduate program. Its innovative 2010 campaign won the agency a prestigious ADMA direct marketing award.


BMF wanted to use a practical creative challenge to identify the most creative graduates from the Advertising Federation of Australia (AFA) class of 2010.


Direct mail via Express Post was used to deliver 49 flat-pack chairs and a creative brief to AFA graduates, to "do something amazing" with their chair and share the results with BMF.


BMF achieved a 106 per cent response rate - as some graduates applied more than once. In addition, the campaign drew 17,749 hits to the BMF blog and the agency recruited seven graduates.

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