The aim was to decode "intriguing and enriching" through an intelligent direct mailing. The recipient should explore the direct mailing, discover the pyramid's secret and be wowed by the new branding and visuals. Reaction and acceptance within the target group should be measured by a follow up CATI survey.The target group is Young Adult Smokers aged 18-24 from CRM database; verified smokers with communication permission granted.

The direct mailing was well-received. Numerous extremely positive emails from customers proved the concept was on target. Forty thousand customers got a product sample plus an insight into the new Camel brand world.