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)