2,700 minutes - a long time for free and still saving money. The creative strategy dramatised the saving by the minute by showing the value of the time with the minute waltz by Chopin. A CD with the music was an integral part of the mailing. The central message: by listening to the minute waltz 2,700 times you save up to 48% of your 0800 freecall costs.

The response rate exceeded all expectations by far: 10.2% of all companies addressed accepted the upgrade offer and purchased the 0800 premium package. Thus the investment in a dimensional mailing package with above average postage fees was very well justified.