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

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

3. 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
Campaign objectives
Increase brand awareness
Increase sales
Inform home owners about options in terms of home safety

4. 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”

5. First day …

6. … and the next day

7. 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