With the stamp idea the promotion worked with data that would make each media planner go crazy: for very little money we reached the target audience, with a contact length that classical advertisers dream of.

With the stamp idea the promotion worked with data, that would make each media planner go crazy: for a small cost, we reached the targeted audience, with a contact length that classical advertisers dream of. There was no exact measurement of new customers coming to melange. But there were so much of them, that the timing of the promotions had to be reworked. As they run first time in 10 top Berlin clubs on the weekend, Monday after the little shop was simply overcrowded. Most of the new customers were guided by an address on their wrist.