Our strategic solution involved Valor offering a price 48% lower than the competitor's, and guaranteeing that this price would be maintained the following year.Our creative solution satirised our competitor’s lack of ethics/respect towards its advertisers in an irreverent, humorous way.Five mailings were sent to advertisers' decision makers, in weekly intervals: 1st) explained Valor's ethics and achievements; 2nd) satirised competitor’s thinking: 'advertisers' money is grass' (meaning grows on trees); 3rd) satirised competitor thinking its advertisers' money grew on trees; 4th) a parachute, satirising competitor thinking advertiser's money fall from heaven (it´s easy to earn); and 5th) telling advertisers to stop being competitor's 'goose laying golden eggs'.

The campaign generated a 142,000% return on investment. That is, each US$1 invested brought US$142,340 in sales.

The objectives were not only fully attained, they surpassed all expectations: More than 90% of the previous year's advertisers were retained.

The basis of additional advertisers grew by 85%.