The agency sent advertisements by mail in two stages. First, the customer received a DVD case that looked like a success movie, but it was actually a description of the product. Instead of a DVD, there was a gift certificate informing the customer how to receive the DVD. The customer had to walk into any HSBC bank agency to complete the operation and get the real DVD.

26.3% of the customers responded. Campaign time: 30/05/2004 up to 31/12/2004. Total Investiment - US$26,160. Total customers that received the material: 19,000. Cost per client: US$ 1.17. Responded - 5,000. Percentage: 26.3 %. Cost per response: US$ 5.22. Medium price per product: US$ 18,044.81. Profit produced - R$872,411.24. Return over the investiment - ROI: 3,234.98%.There has been 5,000 gifts offered to customers, and as a consequence 5,000 new operations effectuated with the HSBC bank.