Transcript A Case Study From Italy

The 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
Goal of communication
MISSION:
• 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 the
same area
• to test unaddressed direct mail advertising rather than traditional
advertising
Area of communication
AREA:
• The most fashionable italian city, lived by glamourous women
• Highest presence of international fashion house
 Milan
Target of Communication
FEATURES:
• Women
• 25-45 years old
• Medium-high incomes
• Medium-high educational level
• Interested in fashion and reading
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
Solution
ACTIVITY:
“Toc Toc” campaign:
Selective distribution of samples.
The magazines were delivered in an elegant
shopper and directly on floors’ consumers,
on doors handles
Results of communication
VANITY FAIR RESULTS:
• 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
Results of communication
COMMUNICATION AWARD:
The “TOC TOC” campaign received the “Silver Arrow prize”
for best direct mailing activities by Assocomunicazione
(publishing and media category)