We knew exactly who we where talking to, so we opted for direct mail. We tied the mailing into the Christmas holiday by using the Swedish tradition of an Advent Calendar. Typically, the calendar has 24 shutters, one for each day until Christmas, starting December 1st, where you open the windows to discover a surprise. Our calendar, however, had only two shutters, both of which had to be opened before November 30th, the last day of our campaign. The surprise behind Bredbandsbolaget's Advent Calendar? The consumer's choice of a complimentary digital camera or MP3 player with an upgrade.

The Advent Calendar mailing proved to be a hit when more than 3,800 new and old customers upgraded to Bredbandsbolaget 100 Mbps Internet service. One simple direct mail piece exceeded the company's initial goal by nearly 500%.