The opportunity arose to promote Mica Home Warehouse to women during the 2003 Rugby World Cup.We took advantage of the fact that womens' partners would be watching rugby and not doing much D.I.Y. We urged women to take control and familiarize themselves with the tools and skills of D.I.Y. In store women were handed a "D.I.Y. for girls whose guys watch rugby" bag containing what looked like a shoe-box. This box contained a handy D.I.Y. pamphlet and instructions that the box be brought back with them on their return, so that the fact that their purchase could be conveniently disguised.

Through our collaboration with Mica Home Warehouse it was realised that women already make up up large percentage of the clientelle and therefore through our direct mail the loyalty to specifically Mica Home Warehouse did increase.