The strategy was to make the product benefit tangible, but simply and with impact. With a 'flat mail' whose production would not take too long, given a limited timescale. We demonstrate that 'the best way to start an investment is by winning'. The public had to choose, out of 3 options, the quantity they wanted to invest, marking their choice with a biro. As they pressed onto the quantity they had chosen, 5% of this amount would be printed onto a cheque inserted inside the leaflet under the heading 'Is there any better guarantee?'. The product was explained afterwards.

The client wanted the 'flat mail' (as a support for the TV, Press, Radio and Branch POP campaign) and felt it would have impact. We carried this out and the results were spectacular, achieving the highest volume of assets to date for a guaranteed fund in Spain. In figures, the forecast was to sell 500 million euros in one month; by 15 days into the campaign, 1,000 million had been sold and, by the end of the contracting period, 2,600 million euros had been sold.