What Do You See?

You open your mailbox or go to your front door, and there is another print advertisement. You think "I hate junk mail and solicitation, and I just throw these things away. So why do they keep sending them?"

While searching the internet, I came across a new form of print advertising which is gaining popularity and drawing attention. If you looked out your peep hole of your door and saw what appeared to be someone outside, the odds of you opening it are large. But when you open the door, you discover it is a cardboard model taped to your door just below your peephole. This new form of advertising is gaining popularity and sparking interest into what is now being called peephole advertising.

This new form of advertising was first started by the creative expertise of Quorum/Nazca Saatchi & Saatchi for Papa Johns Pizza. Papa Johns discovered the mailing out of coupon flyers was not as effective as desired, therefore they strove for a completely new concept. This sticker has already grabbed the attention of many and has won the Gold Lion for the best use of alternative media in direct marketing at the Cannes Advertising Festival.

Since the introduction of peephole advertising from Papa Johns, the German mail-order company Otto has taken advantage of this new creative technique as well.

With the introduction of this new direct mailing technique, I would be curious to see a comparison of the effectiveness of this new creative form of advertising versus the old direct mailing print ad.