In Italy, there is a very low penetration and awareness of online laundries. So Lavonline gave DDB Milan the task to create awareness and engage the target by stressing the two main benefits of their essential service i.e. speed and simplicity.
DDB Milan then went on to identify a niche target among young managers and professionals. These busy individuals worked long hours and had difficulty finding an open shop when they left their offices. So they mailed 1,000 targeted DMs to the time strapped target and strove to relieve their everyday pressures by making the package both fun and engaging. If the target enjoyed it…as they were encouraged to splat a tomato…then they would not only try Lavonline’s service but also tell their friends about it.
Within 4 weeks 32% of the targeted recipients registered on www.lavonline.it, and 8% tried their service. The overall site traffic also increased by 15%.