It’s eight thirty pm. They are knocking on the door… “Who must this be? I’m not expecting anyone”. You look through the peephole and find a friendly pizza delivery man showing you the house super special with double cheese. “But, I didn’t order anything…”. You open the door to try and clear this misunderstanding, but there is nobody…

How strange! When closing the door, a little carton with a strange shape falls down. It’s the advertisement of a home delivery pizza service. When turning it over, you see the same boy knocking on the door, but as a miniature.

In short, we have been deceived by an optical illusion and by the creative people who have designed this great direct marketing campaign for a pizzeria in Peru. I guess we will soon see it here.

It is another example of how to innovate in our industry. I don’t think we will soon see a similar campaign applied to Dry Cleaner’s or Laundry, but we could start considering new things like this one.

Another advertising system that works well and is being used in more and more countries is Pomming. It’s a practice that consists in hanging advertisements individually (and if possible with shapes), from each home’s door knob. The purpose is to attract the customer’s attention to their own home door, where there is a punched brochure (shaped) hanging.

The store chain GAES has implanted a direct marketing and door-to-door delivery campaign using Pomming as a weapon.

Variants can also be introduced, such as bagging, which is introducing a product’s sampling in a bag and hanging it from the main door knob to the house.