Even in the digital age, letters remain a powerful emotional tool that captivates people’s hearts. Handwritten notes and letters naturally convey sincerity and care, serving as a potent way to communicate deeply with customers without requiring large budgets. Recently, AI has also begun to play a role in uniquely utilizing the sentiment of letters. Today, we’ll explore marketing cases where brands have employed letters and writing as key elements.
1. Exhibition Case: A Letter from My Future Self - RANDOM DESTINY 2024: The Letter
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| (c) seoul& / saekimall |
RANDOM DESTINY 2024: The Letter is an incredibly unique exhibition where participants send a letter to their future selves and receive a reply. The core of this exhibition is a system that uses AI to send a letter back to the participants, crafted to match their persona based on the letter they send. The AI even replicates the handwriting, creating a deeply personal and emotional experience.
This innovative approach allows participants to engage in a conversation with their future selves, receiving comfort and encouragement. Many participants were moved by the AI’s response, some even mistaking it for a letter from an actual person. However, the important message after the exhibition wasn’t about “who sent it” but rather the value of taking time to understand and care for oneself.
During the exhibition, AI acted as a mirror, understanding the emotions of participants and helping them reflect on themselves. Through this experience of receiving a letter from themselves, participants were able to find comfort and empathy, making it a truly special journey of self-reflection and growth.
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2. Messenger App Case: KakaoTalk Gift
KakaoTalk’s gift feature allows users to send gifts along with personal letters, enhancing the emotional connection between the sender and recipient. After selecting a gift, users can select a card and write a letter, attach images or videos, and share their feelings. The user experience (UX) design ensures the process is seamless and easy, making it a great example of how letters can express emotions in a digital environment.
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| (c) ㅍㅍㅅㅅ |
3. Brand Case: Nuldam
Nuldam is a café brand with the concept of “capturing warm emotions like a letter”. The café provides a space where customers can write and send handwritten letters. Inside the café, there are 365 letterboxes labeled by date. Customers can buy postcards, write a letter, and place it in the box to be delivered on the same date the following year. This offers a special experience of writing letters to one’s future self or loved ones, creating emotional moments through the passage of time.
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| (c) nuldam |
4. Brand Case: Geulwoll
Geulwoll is a Korean stationery brand that modernizes the art of letter writing. The brand offers a range of stationery, writing tools, and calligraphy products, emphasizing the charm of handwriting. Known for its pen pal service, Geulwoll allows customers to write letters on postcards placed in cafés, which are then submitted to be exchanged with letters written by others. The brand’s unique system lets customers check adjectives on the envelope to describe themselves, adding a fun twist to finding letters that match their personalities.
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| (c) Geulwoll |
5. Letter Magazine
A letter magazine allows customers to cut and shape the pages of a magazine into various forms of letters. Customers can use the magazine pages to create their own letters and share their feelings with others. This creative approach provides a unique experience and serves as a highly effective emotional marketing tool.
6. Small Business Case: Food Delivery Services
In the food delivery business, many restaurants provide handwritten notes or sticker letters to customers, adding a personal touch to the delivery experience. While writing a letter by hand may not always be feasible due to high volumes, this small gesture of adding a note can turn a simple delivery into a thoughtful experience. These personal touches not only improve customer satisfaction but also positively impact reviews.
Even in the digital age, letters and writing remain powerful emotional tools. These analog methods form deep connections with customers and effectively communicate sincerity. Various brands are using them to create special experiences, demonstrating that the power of letters is still very much alive.
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