Given the profile of the target group: prominent people of difficult accessibility who are very selective and highly sought-out by other companies, we developed a high impact campaign to invite them to join Embratel Advantage Club. We sent out a special box with six CDs selected from the most recognised worldwide artists, with the concept: 'They sent out their voices and were recognised'. The idea was to invite the target audience to let out their voice with Embratel and also be recognised.

300 direct mails were sent out. Total number of applications generated: 207. Rate of return on applications: 69%. The campaign was considered a tremendous success. Neither the agency nor the client expected such a high rate of return, given the profile of the target group. There was a great amount of spontaneous feedback by the public, who commented on and spoke highly of the action.