Because research shows the target group to be particularly hard to reach and selective, we decided to speak to them individually. Personalized letters were sent from a fictitious law firm informing the recipient that he is the father of a child and that the mother wants some maintenance payments. On the back of the letter was the tagline: www.condooms.com Use it or get used to it.

The letter got the immediate attention of our target market and the 2 for 1 offer drove large numbers of them on to the website. Thanks to this campaign online traffic to www.condooms.com increased by 77% within a week of the mailshot and 2600 individual online orders were placed.