Such automatically-generated E-mail is the perfect media for Abtei Ginkgo Plus, a food supplement that strengthens your memory. And we wanted to place Abtei front and center in these E-mails. We infused each "request password" E-mail with a hint of Abtei - namely an insiders' tip: Abtei Ginkgo Plus helps guard against the forgetting of passwords. The smartest thing about this campaign was that each recipient of this E-mail could see for themselves that they really need to improve their memory. After all, they did forget their password.

Nearly every fifth recipient of the "forgotten password E-mail" clicked on the link integrated in the Abtei message which took them to the Abtei Ginkgo Plus website where they could learn more about the product. Response rate = 19%!