The Camel "Zen Garden“ had been developed as a premuim direct mailing and sent only to a inner target group of 5,000 opinion leaders (artists, djs, fashion designers and decision makers) in Berlin, Hamburg and München. The group had been selected precisely via the JTI customer relation database – a result of former Camel campaigns. The addressees had been called upon to fill in an online questionnaire. By this, the mailing generated more valuable information about a highly qualified multiplier group. Furthermore, the unique "Zen Garden" mailing produced high awareness for the new product.