First step: Invitation and qualification by required response - answering two questions about Lufthansa.

Second step: Fulfilment Dancing. In Berlin. And a young female audience. The common denominator devised for all this is a teddy bear – heraldic symbol of Berlin, well known for its dancing abilities, always present in the target group's bedrooms – and brought to life in this mailing.

In the first step, we sent out a fur envelope with a bear's paw and a clear message: "Let's dance". By following the paw prints on the inside (like a dance-step guide) you were lead to the questionnaire/answering fax. The response mailing featured a small teddy designed to be assembled as a jumping jack.

Fast and above expectations. Within 3 days after the mail date, the response rate was above those of previous mailings with similar tasks. 80% of the addressees filled in the questionnaire and wanted to take part.