A mailshot was prepared with a hand-crafted format telling a story set in the late 19th century about the Christmas of a child who couldn’t afford to buy a Christmas tree, but whose father showed him that with imagination it was possible to get one (they make one out of household articles). The boy was August Horch, the founder of Audi, who throughout his professional career put his trust in a set of values (innovation and progress).At the end of the story there was a URL, www.enciendeunaestrella.com, to send greetings to other people, and get contacts were obtained.

156,890 mail shots were sent out and 7,115 e-mail addresses obtained (4.5% response rate) with an integrated on/offline action designed to generate an impact and capture e-mail addresses.