Direct > Use of Media

LITTLEONES

PROXIMITY LONDON, London / SAINSBURY'S / 2003

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Overview

Credits

OVERVIEW

BriefExplanation

Sainsbury's developed a club called Littleones aimed at first time Mums. As a Littleones member you’ll receive free magazines, great give-aways, exclusive coupons, expert advice and more.Our brief was:• To acquire new members to Sainsbury's Littleones programme.

CampaignDescription

• To create an integrated Direct Mail and press campaign in Mother and Baby magazines.• Lead on the advice and information offered to new mothers through Littleones membership.• To illustrate the programme's very nature whereby information is supplied in time for the stages of your baby’s growth.• Leverage the baby imagery appealing to Mums to be whilst ensuring standout.

Outcome

• Membership applications are currently 53% above target.

• Responses are still coming in.

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