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Guinness iCalendar - direct mail case study
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Guinness iCalendar - direct mail case study

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Guinness iCalendar - direct mail case study Guinness iCalendar - direct mail case study Presentation Transcript

  • Guinness
    iCalendar
    Agency: RMG Target
    anpost.ie/mailmedia
  • iCalendar
    The Challenge
    As part of the Guinness RM Programme, a calendar is sent each year to everyone on the database. Year on year, this is consistently identified by these consumers as a firm favourite within the programme.
  • iCalendar
    The Target Market
    The profile of the database continues to trend towards the younger drinker, it was important to ensure that this key communication remained relevant and valued by these consumers.
  • iCalendar
    The Thinking
    In addition to the iCalendar, there were two added incentives to drive online engagement: the chance to redeem an exclusive Christmas Gift from Guinness, and to request that Guinness send a printed version of the Guinness Calendar on their behalf to a friend/family member overseas.
  • iCalendar
    The Mailing
    A printed version of the annual Guinness Calendar was sent out to consumers on the database, however in 2009, a digital version of the calendar was also offered. To take the digital version a step further, consumers were invited to create their own Guinness iCalendar, using their own diary dates and images. The Calendar communication was sent via a highly personalised direct mail pack.
  • iCalendar
    The Results
    The campaign delivered on all objectives including the level of consumer registrations, quantity of personal entries, the level of opt-in for future digital communications, and time online.
    .
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