The strategic background of the campaign involved building up a solid base of consumer data. Due to the increasingly restrictive legislation on advertising in the tobacco market, this data will take on a central role in future marketing communication (direct marketing, permission-based). The second strategic challenge was the 'decoding' of the positioning idea behind the slogan, 'Slow down. Pleasure up!' The tactical challenge was to generate a six-digit number of leads, despite the limitation of the means of communication (due to budget and legal restrictions).