Recruitment mailing to 20-30 year olds of the present membership file (Cristal Club 2002).The idea is to use young Cristal Club members as ambassadors of the Club in order to create a younger image. That's why we ask these members if they want to become a model.We use a poster of one of the previous models with the head cut away, saying: You are a model! The members can only sign up by sending two photos and completing a mini-survey. The data of the survey will be used to determine the profile of the model and to know more about the advantages this group of people is interested in.

Response 3.6%This is a high response rate, taking into account that not everyone sees her/himself as a model. In comparison with the first mailing in 1999, the response tripled. The quality of the candidates was also very high.The beer club received a powerful impulse.