Innovative Door to Door Campaign for Yale Case Study Innovative Door to Door Campaign for Yale ELMA Conference, Istanbul May 2009

Door to door Campaign for Yale The product Campaign objectives Distribution methods Message Conclusions

Door to door Campaign for Yale Promoted products All products manufactured under the Yale brand (padlocks, locks, dampers). Yale is one of the oldest brands worldwide. Yale is the first choice for locks in 125 countries www.yalelock.com Campaign objectives Increase brand awareness Increase sales Inform home owners about options in terms of home safety

Door to door Campaign for Yale Targeting First 10 top cites from Romania, where the Yale products are sold Income based targeting : 7-9 on a 1-10 scale Creative Teaser: a post-it with the message “Thanks for the TV!” Message : a hat-shaped plastic item placed on the door-knob, with the message “For secure door handles use Yale”

First day …

… and the next day

Results and conclusions Strong reactions on the market The distribution of teasers were canceled after the test of 2,000 pieces  The press described the campaign in a positive way Estimated ROI: 14