Our Spanish partner TRAYCCO worked on a creative Heineken campaign linked to the UEFA Champions League, designed to go beyond traditional advertising impact and connect neighbours through their shared passion for football.
The idea was simple and very clever.
Each home received a flyer with a removable sticker showing the team they supported. Residents could place the sticker on their letterbox, making their football passion visible and creating a spontaneous map of fan allegiances inside each building.
But the real strength of the campaign was in the planning behind it.
TRAYCCO used geomarketing to select the areas with the highest potential for neighbourhood interaction, looking at factors such as age distribution, socio-economic level, population density, residential typology and collective housing.
The campaign combined:
✅ 105,000 pieces produced
✅ 100,000 homes reached by leafleting
✅ 5,000 personalised nominal mail-outs
✅ Unique PIN codes
✅ QR codes to the campaign landing page
✅ A die-cut removable sticker
✅ Post-campaign street audits to measure real participation
This is what makes the case so interesting from an ELMA perspective.
It was not “just a leaflet drop”.
It was a data-driven proximity marketing campaign where creativity, production, targeting, logistics and measurement worked together to create a real-world experience.
And that matters.
Because the future of door drops is not only about reach.
It is about relevance.
Participation.
Local connection.
Measurable engagement.
And the ability to turn households into communities.
A great example from TRAYCCO of how physical media can create impact where people live quite literally at the letterbox.