Warmgarant: 12 years of warmth captured in a striking pop-up card

How do you thank customers for their years of loyalty whilst, at the same time, creating a natural opportunity to keep the dialogue going? Warmgarant combined both objectives in a single mailing. Not a standard letter about an expiring contract, but a personalised a pop-up card featuring a little house that literally pops up when you open it.

The mailing focused on 12 years of warmth. Customers were thanked for their trust, received a gift and were invited, in a way that was easy to engage with, to look ahead to the next stage of their service.

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A house that literally pops off the map

The central feature of the mailing is the pop-up in the shape of a house. As soon as the recipient opens the card, the house pops up, instantly creating a three-dimensional scene.

That shape was, of course, not chosen at random. Warmgarant is all about warmth and comfort in the home, and it is precisely that home which literally forms the centrepiece of the campaign. As a result, the pop-up’s design is intrinsically linked to the message.

This idea is also reflected in the photographs. On the one hand, we see a Warmgarant employee on the move; on the other, we see them interacting with a customer at home. The home connects these two worlds.

12 years of warmth as a personal thank-you

The email opens with a warm message to the customer:

“We’ve been keeping your home warm for 12 years now.”

As a token of appreciation for their trust, customers received a pair of Warmgarant socks. A gift that fits the campaign’s theme perfectly: it means that warmth is not only something Warmgarant provides, but also something the recipient can literally put on.

That’s what makes this combination so powerful. The card tells the story, the pop-up adds an element of surprise, and the gift gives the message a tangible form.

From expressing gratitude to customer retention

Nevertheless, this mailing More than just an anniversary or thank-you card. On the right-hand side of the card, the focus shifts to a key moment in the customer relationship: the expiry of the current lease for the central heating boiler, including service and maintenance.

Warmgarant has deliberately chosen not to use a hard-hitting commercial message. Instead, the expiry of the contract is presented as a a time to look ahead together.

The customer is informed that Warmgarant will be in touch shortly to discuss the situation and the options available. In this way, the mailing immediately plays an important role within customer management and customer retention.

This moment of thanks thus provides the opportunity for a further conversation.

Giving the recipient control

At the bottom of the card, there is also a clear option for customers who do not wish to wait:

““Would you prefer to arrange a time yourself?”

Using a QR code, the recipient can choose a suitable time straight away.

That’s a clever addition. The physical mailing first catches the eye and builds goodwill, after which the QR code makes the step towards taking action online very easy.

Pop-up mailing – personalised message – contract stage – QR code – appointment

In this way, a creative direct mail campaign also becomes a means of engagement.

A mailing with multiple functions

This case study clearly illustrates that direct mail does not always have to serve a single purpose. Warmgarant combines several different stages within a single communication piece:

to thank customers for their long-standing trust
announce a physical gift
creating a brand experience with an eye-catching pop-up
provide information about an expiring contract
encourage customers to re-engage with Warmgarant
use a QR code to offer a measurable next step straight away

It is precisely that combination that makes the card interesting. A message that might otherwise have felt rather functional, like an ordinary grant letter, is presented as a a positive and personal interaction with a customer.

From contract stage to contact stage

An expiring contract need not simply be an administrative formality. By giving careful thought to its format, timing and message, you can actually turn it into an opportunity to reaffirm your relationship with the customer.

At Warmgarant, it starts with a simple thank you, a house literally appears from the card, and ends with an invitation to explore further together.

A fine example of how creative direct mail, customer appreciation and engagement can all come together in a single mailing.