Ocado Direct Mail Project

Ocado company was created by Waitrose (major chain of super markets in UK) for getting orders through internet only. Goods would be delivered from big warehouses directly to the customers within 48 hours and the target group was career people 30-40 years old, who are far too busy to go to super market.
One set of high quality oven glove and apron (with the ocado website printed on) was sent by direct mail in a nice packaging to above target group in several areas in London only. No other advertising support had been done. The results were so successful that after few weeks time the web site crashed because of too many visitors and orders placed at a short period of time. Ocado had to redesign their website for bigger volume of visitors and orders.