Most yongsters don’t read commercial letters. We found a way of entering their homes (and heads) with a birth announcement card. The confrontation of the target with the message 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.

An enormous increase in sales levels.Statistics show that during the campaign the site was visited more than ever. A post survey shows that:91% visited the website during the campaign.Nearly all men in the database told their friends about it, generating an unseen amount of new visitors on the website.