Given the FIFA World Cup activity that was taking place at the same time, the fact that this campaign ran for only 2 weeks, and that our target audience is notoriously hard to engage, the campaign generated impressive results. The Bluetooth activity generated an 8.3% response rate; the MPU delivered 0.91% response rate - a 400% increase on last year’s results! - and the Web site generated a 10% increase over 2005 results.