1. The elegance of DoorDrop A Case Study From Italy

2. 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

3. 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 Goal of communication MISSION:

4. The most fashionable italian city, lived by glamourous women Highest presence of international fashion house Area of communication AREA:  Milan

5. Target of Communication Women 25-45 years old Medium-high incomes Medium-high educational level Interested in fashion and reading FEATURES:

6. 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

7. “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

8. 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

9. 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)