A chambermaid enters a hotel room and, instead of the usual tidying-up, she makes a surprisingly huge mess. In a sequence of action scenes, she tears up pillows, undoes bed sheets and throws clothes up in the air. The whole madness only makes sense when we realize that, just like our company, she is obsessed about security.

We decided to focus our communication on wealthy, high profile business people, since they have the highest needs of personal, family and patrimonial protection. We also decided to place emphasis on the company’s continuous protection services, like private bodyguards, since these services have high aggregated value and provide a constant and monthly income.

Besides contributing to the increase of brand perception, the direct campaign also brought immediate results. Out of the 500 prospects who received the direct mail, 32 (6.4%) became actual clients. The direct mail cost of production, handling and shipping was R$9,00 per unit, totalizing R$4.500,00 for the whole campaign. The majority of the hired services provide continuous protection, like private bodyguards and 24-hour surveillance. These services imply in long-terms agreements, which ensures a constant future income to the company. These new clients alone, have generated, in only 5 months, a return 7 times bigger than the whole campaign cost.