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ENFIELD DOOR DROP
THE GUARDIAN NEWSPAPER
Claydon Heeley Jones Mason
- The Guardian published a series of reports on public services to test how well the government was fulfilling its promises.
- The London borough of Enfield was used as a microcosm of the national situation.
- The services scrutinised were education, social services, transport, crime and health.
- To achieve a 4% uplift in ABC figures within the Enfield area.
- To influence the target audience to switch to the Guardian longer term.
- To target households by postcodes selected as those offering the most potential to raise circulation figures.To remove the top tier so as not to cannibalise existing sales.
- To remove the bottom tier as being unlikely to respond to any offer from the Guardian.
- To develop a campaign with hard hitting promotional tactics that would make consumers think differently about the Guardian.
- To deliver a creative execution that will achieve stand-out in a normally dull and formulaic medium.
The reports appeared once a month - always on Mondays - and were promoted on the preceding Friday, Saturday and Sunday.
The offer consisted of money off coupons for all issues of the Guardian during the week that the report appeared.
Ambient advertising was used to raise general awareness of the campaign around Enfield. This was supported by leaflets distributed outside relevant public sector facilities relating to that month's feature. For example, hospitals were targeted for the health feature.
A tightly targeted door drop delivered attention-grabbing leaflets, creatively designed to reflect the feature being promoted. Those for the health feature replicated a giant sticking plaster and those for the crime feature were designed as a spoof neighbourhood watch leaflet.
The leaflets opened up to reveal some of the questions being posed in relation to the featured topic in Enfield and carried money off coupons for all six issues of the Guardian for that week.
- Design and artwork.
- Leaflet distribution at public sector facilities. Door drop.
- Coupons/retailer agreement.
- Coupon handling.
- Door to door leaflets were distributed to the target audience during the week-end preceding the report.
- The leaflets highlighted the discussion points of the report and carried 5 x 30p coupons each to be used for a specific issue from Monday to Friday.
- There was a further 60p coupon to be used for the Saturday issue.
- Public sector facility leaflets.
- Door drop leaflets.
- ABC figures rose by an average of 9.4% in the Enfield area. • Enfield circulation figures for Monday issues of the Guardian remained 6.9% higher following the promotion.
- The creative design of the door drop leaflets made a significant contribution to achieving stand out and gaining the attention of a tightly defined target audience.
- ISP Silver Award winner 2003 - Integration, Innovation & Creative Excellence Art Design & Direction
- European Awards 2003 - Gold Award
- GLOBES Awards 2003 - Bronze Award