We did market research and found that 8 of 10 users of the guide kept it in the glove compartment in their cars. They used the catalogues to find telephone numbers in the trade index about twice a week, but more often they used the maps. Therefore we sent a chamois to potential and existing clients, asking if they really knew what was in their customer's glove compartment and if they wanted to be represented there. The chamois was wrapped in a typical Norwegian way, everybody has this yellow box in the car. So, the colour was relevant as well, Yellow!

The goal for the campaign was to renew existing contracts and to sell new ads before the sales team took their summer holiday. The goal was to achieve 10% response, they got 12.7%. In terms of sales: 226 concrete sales because of the mailing. In addition, 80% of the receivers became aware of the catalogue, its target group and the handy format. It seems like the direct mail also prepared the sale for the coming year.