Given our target group, the Service characteristics and the Incentive, we were aware from the start of the need to provoke word of mouth recommendation between users. As happens in reality, the message would be distorted by speech. The cross leaflet complemented perfectly the creative aspect. On the front page, we spoke of the key characteristics of the service and the promotion, on the way the message lost its drift, bit by bit, and at the end the information was grouped together again. An embossed element, the size of a credit card, contained miGrupo service access codes.

The mailshot had a 0.8% redeem rate. Given the Service’s characteristics, and in comparison to the results of other Added Value Services, it was considered an absolute success by the client.