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CASE STUDY: ReAD UK Wine Challenge event for data industry

Provided by Royal Mail MarketReach
The ReAD Group mails CEOs and directors an exclusive parchment invite to its wine-tasting event.

What was the Challenge / Background of the Campaign?

The ReAD Group supplies B2B and B2C data suppression services and wanted to raise the UK direct marketing industry's awareness of its products and services. The company also wanted to position itself as a thought leader among its target audience.

What was the Campaign Objective?

Data organisation the ReAD Group needed to engage with CEOs and directors from 172 of the UK's biggest data owners, direct marketing agencies and industry suppliers. The aim was to raise its profile among this influential, high-spending audience and show that it was ahead of the curve in spotting industry trends.

What was the Solution?

Agency Tiga came up with the 'ReAD Wine Challenge' - a 'Bacchanalian' exercise in wine knowledge paired with an evening of informal networking for direct marketers. The team-based challenge appealed to the competitive characteristics of these 'alpha' CEOs and directors. Participants took part in blind tasting of wines selected from rare vintages. The ReAD Group's invitations to the wine tasting event were designed to embody both personalisation and exclusivity, so they were made from a hand-finished parchment, complete with a red wax seal of the company's logo.

What were the Results?

The first challenge kicked off in June 2009, and was a rip-roaring success for the 63% of respondents who attended. The event was such a hit that ReAD has held another two events, most recently in December 2009, which notched up a healthy 40% response rate - even in the pre-Christmas run-up.

What were the Key Learnings of this Campaign?

A classy invite to a classy evening out will always pass the PA test and make it the top of the mail pile, even if it's aimed at a busy CEO or director. In a world of complex, digital interactions sometimes simple tactics and a classic execution make a lasting impact. Once you've successfully connected with an audience, it's simple to keep in touch.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCEOs & directors from 172 of the UK's biggest data owners
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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