The front of the mailed card stated MEND THE SAIL. On the reverse of the card this spoonerism was shown as SEND THE MAIL. The copy commented on how surprising it is that a small change can cause great confusion.Customers were asked to check their details on an enclosed form and verify that they were correct, or correct them and then respond via telephone or fax. If they responded by a certain date they were entered into a draw to win digital cameras, so that they could soon be recording their own precious digital details.

It was a cost-effective solution and generated an overwhelming response.Customer calls to Santam's customer-care line increased from an average 60,000 to 100,000 during the promotion period.This response not only met the brief to update details, but also generated a great deal of new business, as customer-care personnel were able to update customers' insurance needs.The client was ecstatic with the response, that the requirements of the brief had been met and exceeded, and that new business had been generated.