• The agency came up with highly personalized sales letters, each one entirely handwritten in pencil.• Enclosed was a Mars Plastic eraser with the cell phone number of the Marketing Manager printed on its sleeve.• 70 letters were sent to principals and supply managers of art schools.

• 43% of the contacts responded to the offer, leading to higher sales.• After seeing the success of this local campaign, Staedtler headquarters in Germany decided to expand this mailing on an international level.