Brentwood is one of the largest furniture chains for interior decorating in São Paulo, Brazil. It wanted to develop a campaign to communicate its “Renew your home” major annual sale to potential customers. In this sale, furniture can be bought at 50% off regular prices. The customer buys what he wants and can take it home with him. The goal of the action was to invite the target audience to go to one of the Brentwood stores and take advantage of the low prices on the famous designer furniture on sale.

Aiming to identify the potential customers, a list was made of architects with whom Brentwood already maintained business relations. They were asked to provide a list of names and addresses of customers with high purchasing power who were planning to redecorate their homes. A three-dimensional mailing was sent to each name on the list to get the attention of this audience. The creative idea was to send them a chemical lotion to sneak around and apply on their furniture to attract moths and termites so that they could change the furniture they had with new pieces and thus renew their home.

10% of the customers receiving the mailing went to the Brentwood stores to see what the sale was offering. 50% of these made buys totalling roughly US$ 1,000,000.00 in sales. The total campaign investment was US$ 20,000.00. Therefore, the return on each dollar invested was US$ 49.00, or a ROI of 4,900%.