Tier-Shift

The ‘up’ version of the Tier-Shift DM showing a copper foiled elevator on cool grey. The ‘down’ version of the Tier-Shift DM showing a copper foiled elevator on cool grey.

Annual CRM Marketing Comms

Harrods runs a successful rewards programme that has several tiers for customers to attain. This is an annual CRM campaign that aims to entice customers to move up a rewards tier if they are close to doing so or else keep them from moving down a tier.

The mail piece features an illustration inspired by the copper lined elevators in Harrods as a metaphor for moving up or down a tier. It is designed in such a way that the elevator does indeed move up or down as you open it. The one you get is based on which way you're moving in the scheme.

Specifications: A move-up and a move-down variant, both z-folded Fedrigoni Splendorgel, printed with Pantone Cool Gray 7U, foiled in copper and then overprinted with personalised copy in 1 of 26 permutations. Mailed in a matching envelope.

The ‘up’ version of the Tier-Shift DM now open allowing the elevator to move upwards. The ‘down’ version of the Tier-Shift DM now open allowing the elevator to move downwards. An envelope with copper foil and cool grey to match the invite inside.