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Storybooks that turned a direct mail campaign into conversations.

At a glance

Tonic created a direct mail lead generation campaign for VanEck built around illustrated storybooks, including The Three Bears and The Tortoise and the Hare, delivered with a branded tote bag.

Client:
VanEck
Project:
Direct mail lead generation
Industry:
Financial services

Concept Development, Creative Direction, Illustration, Copywriting, Print Production, Direct Mail

VanEck children’s book ‘The Three Bears’ held open

The brief

VanEck needed a direct mail piece memorable enough to start conversations and generate leads.

VanEck storybook spreads
Open VanEck storybook on a table
Open VanEck storybook spread
VanEck tote bag with book illustrations
Hands holding an open VanEck storybook
Illustration: three bears
Illustration: honey pot with bees
Illustration: Goldilocks on a forest path

The challenge: standing out in the mail

Financial services mail is easy to ignore. The pack needed to be kept, read and talked about.

VanEck tote bag and storybook

The strategy: familiar stories, retold

We retold classic children’s stories with new illustrations and VanEck branding, creating books people would want to keep and share.

Three Bears illustrations
VanEck storybook ‘The Tortoise & the Hare’
Open Tortoise and the Hare storybook
Illustration: hare and tortoise talking
Illustration: tortoise
Illustration: tortoise crossing the finish line

The solution: illustrated storybooks in a branded tote

Tonic illustrated, wrote and produced a series of storybooks, each designed as a keepsake and delivered in a branded tote bag as part of a direct mail lead generation campaign.

Tortoise and the Hare book spreads

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