The creative concept of IBM in 2002 was: 'e-business is the game, play to win'. We produced a case containing a table football game. The idea was to convey to the businessman the competitive spirit IBM would bring to his business and encourage him, through a personalised letter, to look up the target, who simultaneously received a catalogue containing offers of a range of IBM solutions specially tailored to help his company 'play to win'. Once online, he would be able to order by using the code numbers printed in the catalogue.

The table football direct mailing produced extraordinary relationship results and remarkable returns came from the web. Using only direct marketing tools and without mass media support, the company received approximately 74.29% of its responses to the campaign through the web. There were 4,500 for the catalogue and 1,000 responses impacts for the box with the game. The total investment was U$38,979 with a cost of U$8.67 per impact, generating a response rate of 3.88%, the 175 clients generated an average revenue per response of U$7,052, totalling an income of U$1,232,659.55. The return on investment was 3.162%.