We sent out a 'conspiratorial mailing' with a sealed letter. The text states that the genuine, unprotected information can 'for reasons of discretion' only be 'disclosed' personally.

The addressee responded using a technique so far considered impossible: 'scranning', as insiders refer to the 'screen to scan' process. The addressee writes his telephone number in a field in the accompanying letter, logs on to the Internet, and holds the page with his telephone number against the computer screen – where it is 'scanned'! After the scan, a personal welcome text appears on the screen and gives 'authorised approval' for the return call – which then takes place within 15 minutes.

'Scranning' – a successful contact measure which exploits the curiosity of technically interested decision-makers. Because nobody can imagine that their monitor can suddenly be turned into a scanner, they are therefore all the more amazed when it apparently seems to work.

The campaign was a major success, both with regard to actual sales and the matter of image enhancement. The campaign created a furore in the market and generated many positive responses.

Response about 25%, date conclusion about 21%.