As we were addressing a target audience who receive a high number of hits, our mailing had to be highly memorable and striking so as not to go unnoticed. It also had to raise expectations.The format and size were determined by the need to include a copy of the NAN Construction Guide in the mailing itself. The creative concept was based on playing wih the basic steps of a construction project: first of all comes imagination, which we showed with a pack of playing cards, thus including an element which our target could keep, and later associate with the Guide. The second step in construction is to assemble all the necessary materials, so we sent a copy of the NAN Construction Guide.

No immediate response was expected from clients. In the case of the press conference, this more than met its objectives.