We physically removed one quarter of the envelope and its content before we sent it out, so it seemed as if someone had cut off a big piece of the mailing. Then, when the receiver opened the envelope he or she could read the heading of the letter: Of course you notice it when one quarter is removed! Swap your telephone provider from Telenor to UPC and cut 24.7% off your bill.

60% increase in sales of UPC fixed telephone subscriptions during the campaign period.