Interpolis positioning is 'crystal clear': problem and solution. In DM the problem should be visible, tangible. Therefore, when Interpolis decided to mail a desk lamp 'to cast light on the issue of absenteeism' the boxes appeared to be empty. Reason: 'our usual packager' was ill. When opening the box anxious feelings were materialised. The box contains all kinds of things, but no desk lamp.- Quality check card, hand stamped and one by one intialised by several people. The 6th initial, that of our 'usual packager' is missing.- Instruction - Letter from Interpolis.

- Reply card to arrange a consultative meeting.

Response percentage target 5%, realised spontaneously 2%, by follow-up calling 8%.Quantitative results (measured until June 2003) 900 mailpacks sent, 18 direct appointments, 52 appointments after follow-up calls, three concrete requests for a quote. The target of Interpolis was to realise a response of 5%. Eventually the promotion realised a response of 8%. In June 2003 it appeared that Interpolis could not deliver the health insurance product in time, therefore the promotion had to be stopped. At that moment only 1/3 of the target group had received a follow-up call.