By highlighting the stunning features and technology of the S8300 through the insecurities of journalists’ phones, we managed to create a direct mailer that stuck out amongst the clutter and appealed to the SA media. As a result, the Samsung S8300 garnered extensive coverage in South Africa’s biggest Tech and Lifestyle publications like; Stuff magazine, Top Billing magazine and the Star newspaper.The return on investment of this direct mailer was outstanding with the entire campaign costing few hundred rands and the resulting exposure valued in the tens of thousands of rands.1.We sent out 7 smses (1 per day for a week) to 20 journalists 2.Each sms cost 50c 3.Therefore, the total cost for creating and distributing the direct mailer was R70 4.Our total PR coverage was R23 984 and included JSE, Sales Guru and SL Magazine 5.This gives the direct mailer a Return of Investment of 343 to 1.