The main objective of this piece was to strengthen the reading habit of Clarín Classifieds. In this way, the target group would discover all of the product’s benefits and would consider it for advertisement or consultation ends.

We slipped a plastic piece that looked like a water leak under the door of private homes. Initially, the home-owner would get shocked, and later would find out that nothing has happened as he/she reads the contents of the flyer. The message would be reading the following: “Shocked! This can happen! Find the solution in Clarín Classifieds. Everything you need; from plumbers to brand new houses.”When home owners called 4510-4545 one of our operators would inform them about the benefits of Clarín Classifieds. In return, they received a free newspaper for a one week period.This promotional action was developed in two phases. The first is already accomplished, with excellent results in 2 areas of the northern suburb of Buenos Aires City.

The promotional action’s results were: 68% of the homes that received this piece requested the free newspaper and further information about the section.

The month that followed the promotional action, the number of subscriptions had a 27% increase in the area, due to the impact and success of the piece.

As a result of the success of this piece, the promotional action is nowadays developing in other areas of Buenos Aires suburbs.