Cannes Lions

MAILING SERVICES

ALLAXIA, Milan / POSTE ITALIANE / 2005

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Overview

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Overview

Description

In Italy there are two famous surnames: Bianchi (White) and Rossi (Red). The same names are used for wines and Italy is famous for its wines. As Italy offers the best wine selection, Poste Italiane offers the best qualified selection of names and addresses. By calling a free phone number, the target can choose their favourite wine (white or red), which would be delivered to them free of charge by Poste Italiane salesmen.

Outcome

We sent 10,588 packages and received 478 calls on the free-phone number (4.5%).There are no direct links between the calls to the free phone number and the subsequent use of the postal services. To give a general idea, just think that the series of contact activities, which formed part of this campaign, increased Poste Italiane turnover for direct marketing by 16%.

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