The aim of this direct mailing was to decode "intriguing and enriching" through an intelligent direct mailing. The recipients should explore the direct mailing, be wowed and accept the code card as their new entry key for all events throughout 2005.The target group is 7,500 adult smokers aged 18-34 from CRM database, verified smokers with communication permission granted and members of the Camel Circle.

The delivery will be in the first weeks of March. We expect that 50% of the addressees will use the barcode card for future event check ins. With this tool we can track customer participation and involvement in the Camel Circle programme.