Send a handkerchief, enveloped in see-through polyethylene, with the monogram ADSL (standing for 'Say Goodbye to Slow Connections' in Spanish). The card inside includes texts allusive to the hanky, such as 'In order to make the parting less tearful ... ' and 'We knew this offer would choke you up ... '.

Response was an extraordinary 11%, more than double Telecom’s record for any mailing. These extraordinary results repaid four times over the additional cost of the cloth handkerchief, as opposed to traditional flat paper mailings to similar targets.