By becoming part of main-stream viewing schedule we established the elves as fun characters who could actually steal the limelight from prime time shows. Each time the elved popped up the hosts did their best to trap them - our message being that prizes are everywhere and everyone has the chance to win.

The elves proved extremely popular and resulted in a 20% rise in sales for ONCE during the campaign and a four-fold increase in awareness. The campaign also represented a break away from conventional advertising schedules and opened up new marketing opportunities for Television.