To develop an acquisition questionnaire requiring customers to complete a questionnaire on their buying behaviour, attitude to stamp collecting, and lifestyle information. There's a free souvenir cover for everyone who completes the questionnaire, with the chance to win one of three prizes – 1st prize being a 1935 George V Silver Jubilee First Day Cover worth £600 and a first day cover of the 2003 Queen's Coronation. The creative idea places the questionnaire on the back of an enlarged 1st class stamp with the envelope line 'Everything we know about you can be written on the back of a stamp'.

The campaign objective was to generate 10,000 names from the activity. Within two weeks of the campaign launching, Royal Mail had received 5,300 complete responses. In just five weeks, the target of 10,000 responses had already been surpassed. A response rate of 10%. The ROI for this campaign will be generated as part of a revenue protection figure, which has been estimated by Royal Mail as £576,000 per annum.