The teaser campaign consisted of 4 direct marketing communications.• Different communications channels were used for each mailing • All the communications included a call for action, readdressing the user to a support microsite.

• This support microsite was the area where personal information, preferences and the likes of each employee were gathered, thereby enabling the event to be personalised in three different ways:• Personalisation of the activities to be carried out on the day of the celebration: each employee had to choose one of three activities• Personalisation of the gifts for each employee• Personalisation of the details during the event

Excellent qualitative results were obtained, which reverted to the benefit of the company management committee. The predisposition of their employees towards the new committee and the implementation of the new company strategy are both extremely positive.