We tried to communicate the new Balay washing machines portfolio in a new and exciting way, reaching the target audience using different kinds of mailings, adapted to each one. We started using the new brand image of Balay where the Mediterranean sea is the basis of it. The water is the other component of the presentation claiming 'Water comes into a new Dimension'.Once, the creative concept and the communication guidelines were defined, optimising the investment according to each value, the target was segmented.

Spontaneous wide knowledge: 60 %Suggested wide knowledge: 68.8%Usefulness of the information (rate): 71.3% of people rated the mailing so positive (so useful, quite useful)Clearness about content: 74.6% of people rated the mailing so positive (very clear, quite clear).