To persuade the employees to participate in the campaign, we thought about helping them enjoy the summer in advance by bringing them as close to the beach as possible. We sent them a transparent envelope containing real beach sand. A brochure with a white cover was under the sand carrying a message telling them to pour the sand over it. When they spread the sand over the brochure, the sand stuck to the brochure, forming the message: Lancaster Skincare. Summer Secrets. Inside the brochure, there were awards for reaching the sales goal: SPF makeup and a pair of Vogue sunglasses.

Quantitative Results:Number of mailings ReturnDomestic channel59442%Organized chains3.46255%Tourist channel82765%The results were stunning not only on the total number of employees, but because it generated a sales increment higher than the 2006 figure of 3.2%.

Qualitative Results:For the first time, Lancaster Sun stood out on the communication level in relation to other brands, despite their spending 3 times more than Lancaster on the similar actions.