the elegance of doordrop a case study from italy
Post on 24-Dec-2015
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The elegance of DoorDropThe elegance of DoorDrop A Case Study From Italy
TNT Post for Vanity Fair
CUSTOMER: Condé Nast
One of the biggest publisher in the world
126 magazines
150 milion readers
83 websites visited by 24 milion unique users all around the world.
Condé Nast has been setting the highest standards of editorial quality since the beginning of 20th century
• to increase product awareness in a specific area, characterized by high attention to fashion and by the presence of potential customers
• to improve subscriptions and boost sales in news kiosks in thesame area
• to test unaddressed direct mail advertising rather than traditional advertising
Goal of communication
MISSION:
• The most fashionable italian city, lived by glamourous women
• Highest presence of international fashion house
Area of communication
AREA:
Milan
Target of Communication
• Women
• 25-45 years old
• Medium-high incomes
• Medium-high educational level
• Interested in fashion and reading
FEATURES:
Target Spotting
GEOMARKETING:
By Geomarketing study in Milan (analysis of social-demographic information, lifestyle and commercial data) TNT Post selected the streets with highest concentration of useful target (6.700 items)
The activity was focused in this area to improve effectiveness and to reduce waste
“Toc Toc” campaign:
Selective distribution of samples.
The magazines were delivered in an elegant shopper and directly on floors’ consumers, on doors handles
ACTIVITY:
Solution
• The news kiosks in the activity areas have registered a significant increase of demand
• Subscriptions increased in the period after DoorDrop activity
• The customer repeated the operation in the other main towns of Italy after the test
VANITY FAIR RESULTS:
Results of communication
COMMUNICATION AWARD:
Results of communication
The “TOC TOC” campaign received the “Silver Arrow prize” for best direct mailing activities by Assocomunicazione
(publishing and media category)
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