The way to introduce the target group to the story is by their receiving a newspaper containing a piece of news about the discovery of some letters sent to Santa Claus that were lost in a plane accident years ago. Some days later, the target audience received an express dispatch from the Laponian Post, a Finnish messenger service company, including an old letter that 'theoretically' was sent by our audience when he or she was seven years old. We connect the toys that he/she asked for in the letter with this person’s present-day activity (for example: cars, press/books). Apart from the presents, the letter is personalized also in relation to the person’s sex and decade of birth (the 50s, 60s and 70s).

The same dispatch included a letter from Laponian Post in which they express their wish to compensate for the delay and urging the receiver to phone a certain number (attended by an actor with a Finnish accent) where he/she is given a password to a website. Through a small game on the website, he/she is invited to remember what his/her childhood bedroom looked like (the colour of the walls, the music he/she listened to …). The answers to the little game helped to define the profile of the audience and to show a series of presents adjusted to their preferences when they were children. And on Christmas Day, finally, they received the Christmas present that never arrived.

Budget: €30,000.Number of dispatches: 907 (66% men, 34% women)A redemption rate of 67.4%, which means 611 people out of the 907 who passed all the phases and received their present.

The women were much more participatory, with a rate of 64,6% compared to 56,3% for the men. The redemption for age groups: 47,9% out of those born in the 50´s answered, 55,6% out of those born in the 60´s, and 72,1% out of those born in the 70´s. It is worth mentioning that among our target group, 33% consisted in potential clients and out of which 65% visited the agency after having received the dispatch. Today, four of these are our clients, and we are continuing our conversations with another nine.