A mailing was devised which emotionally and highly creatively hits the benefit on the head: "The Ampega Top Strategy makes the Stock Exchange bear a cuddly toy". The product promise: with this fund, the broker's customers can also sleep calmly in future.

In a competitive market,11% ordered the sales material (documents, small bears). Turnover increased 12%. Extremely positive echo from the brokers: "Fun, one-off idea". The abstract fund was given a sympathetic face: "The Cuddly Bear Fund". Internally (HDI), numerous bears had to be re-ordered.