1. Case studie from Sweden A creative campaign combining unaddressed direct mail advertising and action marketing The client – Skånemejerier (dairy)

2. Case Skånemejerier (Dairy) The media (unaddressed direct mail) is rather new to this type of company Normally they use traditional advertising and in-store marketing

3. Case Skånemejerier (Dairy) The mission: Introduction of a new product The product – a 5 dl milk carton with screw cap Skånemejerier was the first to use this package solution on the Swedish market Target group: Single's households

4. Case Skånemejerier (Dairy) Chose to try unaddressed direct mail advertising in combination with action marketing, rather than traditional advertising and in-store marketing

5. Case Skånemejerier (Dairy) The publication – a cut-out milk bottle made out of cardboard similar to the actual product On the back – an offer to bring the publication to the store and exchange it for the real thing – a genuine milk bottle with screw cap

6. Case Skånemejerier (Dairy) Distribution – 50.000 households in districts with a high level of single's households – by selection the right areas for distribution high target group penetration was achieved In the store – action marketing people from our sister- company (SDR Action People) assisted to handling out the actual milk bottles

7. Case Skånemejerier (Dairy) Result: Sales doubled during the week of the campaign

8. Case Skånemejerier (Dairy) Result: Sales doubled during the week of the campaign After 5 weeks – sales were still 60 % higher than prior the campaign

9. Case Skånemejerier (Dairy) Result: Sales doubled during the week of the campaign After 5 weeks – sales were still 60 % higher than prior the campaign The product gained better placement in the stores

10. Case Skånemejerier (Dairy) Result: Sales doubled during the week of the campaign After 5 weeks – sales were still 60 % higher than prior the campaign The product gained better placement in the stores Even stores that hadn't participated in the campaign had many requests from their customers, resulting in increased distribution for the product

11. Case Skånemejerier (Dairy) Comments from the client: “We are very pleased with the result, which was well over our expectations”

12. Case Skånemejerier (Dairy) Conclusion: Success as dairy goes for unaddressed direct mail advertising!!!!