Testing unaddressed mail against traditional advertising

Background

Jydsk Vindueskompagni had two problems. One, their windows were 100% Danish-made in a price-sensitive market with competitors whose production was based in Eastern Europe. Two, customers purchase windows infrequently in their lives and have little knowledge of brand and quality differences.

Target Group

Householders whose houses had windows that were 20-30 years old. Geographical segmentation via geo-targeting based on two criteria:

• Proximity to households that had purchased windows from Jydsk Vindueskompagni within the last three years.
• Proximity to one of the eight Jydsk Vindueskompagni stores.

Campaign Goals

The intention was to produce and distribute unaddressed advertisements at the same cost as paid-for advertising in idényt, a free magazine distributed to 2.8 million households in Denmark - and to obtain at least the same response.