This campaign was very successful in pure direct response terms and in overall brand value. In direct-response terms: call volume went up significantly (high double digit percentage) while cost-per-call went down significantly (also high double digit percentage). Put simply, this was an ROI home run: the phones rang like crazy, and the expenditure on the marketing partnership was well-covered, as evidenced by our drop in cost-per-call. In terms of brand value, this partnership became a key part of our overall integrated campaign, as we leveraged it across media including print and online.