Leaflet – yes, please!

Medal Won

• 🥉 BRONZE – Best Loyalty and Retention Program

Campaign Overview

Amid growing resistance to unsolicited advertising in Austria, more households opted out of receiving leaflet ads. Recognizing this trend, Österreichische Post AG launched the “Leaflet – Yes, Please!” campaign to demonstrate the value of leaflet advertising, especially in times of high inflation.

The campaign targeted 750,000 households that had previously rejected advertising, offering a “Leaflet – Yes, Please!” sticker for their mailboxes and 25% discount vouchers for groceries. By emphasizing the financial benefits of leaflets and promoting their digital deal finder platform, Aktionsfinder, the campaign aimed to reverse the trend of advertising refusal and position leaflet ads as essential tools for saving money.

Creative Concept

The campaign prioritized simplicity and transparency:

• The Sticker: A green sticker reading “Leaflet – Yes, Please!” offered a direct counterpoint to the traditional “No Advertising” sign, signaling a positive stance toward leaflet advertising.
• Visual Appeal: Contrasted with the stark black-and-white “No Advertising” stickers to create a welcoming, approachable design.
• Discount Incentives: Included six 25% discount vouchers for a grocery store, reinforcing the financial benefits of opting into advertising.

This approach highlighted how leaflets could directly contribute to household savings, a key concern during inflationary periods.

Execution Strategy

1. Partially Addressed Mail: Sent to 750,000 households with an included sticker and vouchers.
2. Newsletter Outreach: Engaged existing subscribers with a landing page for sticker requests and highlighted the Aktionsfinder platform.
3. A/B Testing: Compared results across Austria’s federal states to measure the campaign’s impact.

Impact and Results

The campaign delivered remarkable results:

• 1,112 sticker requests through the landing page, in addition to the 750,000 distributed via mail.
• 46.3% email open rate and a 5.2% click rate among 25,000 newsletter subscribers.
• Stabilized and reduced advertising abandonment rates in high-impact regions like Vienna, Burgenland, and Upper Austria, with results up to 400% better than regions without direct communication.
• A reversal of abandonment trends, with significantly fewer complaints (33 out of 750,000) and just 9 newsletter opt-outs.

Why It Worked

By combining transparency, practicality, and a focus on consumer savings, Leaflet – Yes, Please! turned resistance to advertising into enthusiastic engagement. The campaign’s thoughtful execution and tangible benefits demonstrated the enduring value of leaflet advertising, even in a digital age, reinforcing Österreichische Post AG’s relevance and trustworthiness.