In order to reach the main creative idea, the agency turned to an ancient Chinese tradition which stated that "orange-coloured fish were a source of protection for houses".A first, high-impact mailing was sent to the most interesting Registered Property Agents (APIs) composed of an orange box containing a goldfish bowl, together with an information leaflet. By calling 900, those interested would receive a follow-up visit by a Winterthur representative. As an incentive for the visit, the API would receive two goldfish to put in the goldfish bowl that they receive in the mailing.The campaign message definitively communicated the numerous advantages of becoming a Winterthur insurance agent, and is summarised as 'profits without hassle'.

USEFUL CONTACT: 95%VISITS ARRANGED: 20%'SALE' OF THE PROJECT: 2.5%