These products are mainly targeted at young parents and their children from the very date of their birth. Thus the idea was to reach young mothers when they are still in the post-natal ward in hospital with a specially designed little "children's book". This teddy bear book contained a pair of baby socks, representative of the good old "savings sock" as the symbol of savings – besides it is also the core of the story.

Thanks to the highly emotive concept and the choice of media – inserted in clinic gift packs in more than 1,000 baby and midwifery clinics – the target group's attention was well attracted and resulted in a fantastic response rate of 2.7%.