In February, Tartu Kaubamaja surprised the citizens with a delicious-looking campaign pamphlet titled “Only great flavours”, which gained Omniva’s best direct mail of the month title.
February was dedicated to food at Tartu Kaubamaja and the restaurants and grocery stores located at the mall were advertised. “This direct mail item stood out thanks to its fresh design, which is typical of Tartu Kaubamaja, but instead of the latest fashion trends, the focus was on delicious food,” explained Omniva advertising services department manager Liisa Järsk regarding the success of February’s best direct mail item. According to Järsk, the soft tones of the advertisement provided the citizens of Tartu an easily observable and tasty overview of the restaurants and their campaign offers. “Here, Omniva had the honour of also being the printing partner of Tartu Kaubamaja, in addition to delivering the direct mail,” Järsk said, explaining the nature of the cooperation.
According to Tartu Kaubamaja head of marketing Piret Kull, they are happy with the campaign results. “We gained encouraging feedback from the tenants and clients, regarding both offers and visuals. Direct mail items with worthy offers which have a design and format that is different from usual are always well welcomed by our clients,” Kull said.
In addition, Tartu Kaubamaja measures the success of its direct mail items according to the popularity of the presented offers and other concrete measures linked with tenants. Kull also highlights an important fact that completely new clients who have not visited the places in the pamphlet or made purchases there before also find their way to the mall thanks to the direct mail item.
In addition to the Tartu Kaubamaja marketing department, we also recognised their partner, the creative agency TANK with the best direct mail award of February. Omniva bases the assessment on outstanding design, distinct message and suitability of the solution for direct mail.
87 clients used direct mail in February, sending out 192 different direct mail items.