Saatchi & Saatchi is synonymous with 'theme' and Saatchi Direct is synonymous with Direct Marketing. The first mailing used the metaphor of a 'doormat', making it instantly clear what Saatchi Direct is all about - delivering results to your doorstep. The result: a mail pack that was virtually impossible to overlook. The second mailing the 'carpet-beater' refreshes people's memory and shows examples of work that has already been produced. The third mailing 'Brie on a straw mat' makes a clever reference to the holidays in December.

20 appointments were made, 33% above target. New business turnover is 37.5% higher than expected and as a result the costs of the campaign have been more than recovered.