Poste Italiane, the main Italian operator for postage services, wanted to promote a direct mailing to GDO companies. The objective is to convince GDO company Marketing Directors to invest in a communication which allows the measurement of investment, making precise counts on the invested budgets and therefore leading to the comprehension of the real effectiveness of each operation.Target: 800 Marketing Directors of GDO companies.

In order to create a high-impact mailing, we employed metaphorical language strongly linked to the GDO sector. Marketing Directors received a pack which looked like a cash register. The receipt carried the following message: “At the end of counts, are your communication investments correct?” The cash register once opened, is almost empty, there are only a few coins. But in one section, a Poste Italiane communication answers the external provocation. How? Selling Direct Mailing as a solution which makes communication investments pay.

Up to now, 11% of the target have asked for a meeting with Poste Italiane.