A national 'Tell us your story' contest, run through a third party national magazine, encouraged existing bondholders to tell us, online, how CSBs helped them achieve their dreams. These online CSB stories drove the DRTV edumercial with real testimonials, used to communicate their reason for reinvesting.

The edumercial also depicted a fictional discussion between a news correspondent, covering CSB stories, and her cameraman. She’s sold on them, the cameraman is skeptical. By the end of the edumercial, the skeptic is convinced, and so is the viewer.

The direct mail also communicated the ease with which dreams could be achieved with Canada Savings Bonds. This programme is now in its fourth year.

Results moving into 2004 were outstanding. 22% of existing bondholders mailed reinvested, generating $460 million in revenue. Doubling the reinvestment total prior to this programme.

Breakdown of Revenue Generated: Total par value of bonds before mailing: $1,324,600,400. Number of redeeming customers who then repurchased from the mailing: 68,418 (22%). Total par value of bonds after mailing: $1,804,096,214. Total Revenue generated from mailing: $460 million.Added Bonus: There was an increase in new bondholder sales in the direct channel from $21 million (prior to this new programme) to just under $100 million. The edumercial alone inspired an estimated $3 million + in free media coverage. That's more PR than has ever been generated for this product in its history.