We mailed anonymous 'Gift Tag' teasers including delivery statistics of four mystery overnight couriers. They had to choose the courier they would trust to deliver their gift. It was then sent by Special Delivery.The next pack featured delivery statistics on a mysterious bag – on unfolding it turned out to be a useable Special Delivery bag. The final mailing included letters to end the contracts with their current couriers.

Not mature, but first results show an impressive response of 8.7%.