To position the Puma Golf line within a high-income segment.

Fifty referents were selected from the Visa Golf Banco Francés database in order to mail out a totally new proposal that seemed very hard to ignore.The database was so detailed that it contained the exact shoe size of each referent.A box of Puma Golf shoes containing only one shoe was sent out to these 50 people and the mailing referred to this New Start of the game. The shoe was real and the mechanics were simple: bring the shoe and the leaflet to the Puma Store at Unicenter Shopping and take the full pair with a 50% discount.

Only 3 of the Puma Golf shoes sent were not purchased.