The target group received a newspaper containing a piece of news about the discovery of some letters sent to Santa Claus that were lost in a plane accident years ago. Some days later, the target audience received an express despatch from the Laponian Post, a Finnish messenger service company, including an old letter that was 'theoretically' sent by our target audience when they were seven years old. We connect the toys that they asked for in the letter with their present-day activity (for example: cars, press/books). Apart from the presents, the letter is personalised also in relation to the person’s sex and decade of birth (the 50s, 60s, 70s).

The same despatch included a letter from Laponian Post in which they expressed their wish to compensate for the delay and urged the receiver to phone a certain number (attended by an actor with a Finnish accent) where they were given a password to a website. Through a small game on the website, they were invited to remember what their childhood bedroom looked like. The answers helped define the profile of the target audience and gave an indication of what they would have wanted to receive when they were children. Finally, on Christmas Day, they received the Christmas present that never arrived.

Budget: €30,000.Number of despatches: 907 (66% men, 34% women)A response rate of 67.4%, which means 611 people out of the 907 passed all the phases and received their present.

The women were much more participative, with a rate of 64.6% compared to 56.3% for the men. The redemption for age groups: 47.9% out of those born in the 50s answered, 55.6% out of those born in the 60s, and 72.1% out of those born in the 70s. It is worth mentioning that among our target group, 33% consisted in potential clients and out of which 65% visited the agency after having received the despatch. Today, four of these are our clients, and we are still in contact with another nine.