Every one of the 20 media decision makers received a personal package that looked like it came from a customer of theirs.The package contained a worn-out and blood-stained piece of clothing by the pertinent company, the letter from an alleged private person plus a copy of the current issue of COMPUTER BILD SPIELE.In the letter, the wearer complained that the piece of clothing was torn during a fight with a dinosaur. Eventually the reader was referred to a certain page in the issue of COMPUTER BILD SPIELE, where the media fact sheet was hidden.

The agency mailed the 20 packages on a Thursday – and on Friday we received the first feedback: a manufacturer was upset about what we had done to his piece of clothing.The following Monday the first positive feedback arrived congratulating our client on the idea. But better things were yet to come: during the following week four more customers called. They were all enthusiastic and contacted our client for the first time.We achieved a positive response rate of over 25%.