The campaign focused on efficiency: the heating system of the recipients of the mail shot works, but that doesn’t mean to say it’s the best on the market.

Under the title “The time has come to do some sums”, we sent a box with a calculator with a paper-roll. When asked to add things up with the calculator, a message appeared on the paper, saying: “It all adds up: if you’re looking for an economical, modern, safe and easy heating system, you’ll find it in the enclosed brochure. If you don’t believe us, use this calculator and you’ll soon see.”

(Response rates, ROI, etc., and, at least, the client’s opinion of the campaign and its results). 850 calls were received requesting information or a quote. Out of these calls, 422 quotes were sent and 132 renewals achieved.This campaign is a finalist in the John Caples Awards. The most important in the world for creativity in Direct Marketing.