The approach was comparative, pointing out that PT was 'stealing' money and that Cabovisão had much better and fairer prices. A mailing was developed based on the old movie cliché 'PUT YOUR HANDS UP, THIS IS A ROBBERY'. So, the claim on the envelope was: 'You are in danger!' Inside you would find a card with the following headline: 'Cabovisão alerts that some companies only have one thing to tell you in your phone bill: Put your hands up in the air and read this card against the light!' and then, with your arms up, you could read: 'This is a robbery!'.

Telemarketing was used to follow-up and reinforce the sales effort.

In the 6-week period of the campaign, 1,242 sales were accomplished (1,024 through outbound and 168 through inbound), 971 of which were subscriptions of the phone service (representing 78% of the total sales).

The daily average of outbound contacts was 328, which resulted in a 28 daily sales average accomplished.The campaign obtained a 7.5% Efficiency Rate.