Target: general and IT managers of the 5,000 biggest Spanish companies.Media: microsite at the BSA home page through which clients could ask for information about the multi-licence programmes. Telemarketing campaign to qualify targets. Mailing with central message 'if you think that everything at your company fits ... you might be wrong'. Emailing reinforcing the message and link to the microsite.On the brochure of the mailing, we offered the possibility of having a consultant to audit the software systems.

25,000 brochures were giving out.60 accusations were made.2,000 questionnaires were filled in at the SIMO fair.47% knew BSA.53% didn't know BSA.