As most people don’t read commercial letters, we found a way of getting our promotion into their homes and heads with a birth announcement card. The recipient’s name is handwritten on the envelope. The confrontation of the message on the envelope is now a fact because there is nobody that doesn’t want to find out what baby is born when the card is personally addressed to him. The second step was making the target ‘feel’ the message and that’s the card saying he’s just had a baby and not with the woman he’s supposed to have one with.

Thanks to this campaign condooms.com had an enormous sales increase. Statistics show that during the campaign the site was visited more than ever. A post survey shows that:• 91% visited the condooms.com during the campaign• nearly all men in the database told their friends about it, generating an unseen amount of new visitors on the website