The key to this campaign was keeping the message and call to action clear and simple while reinforcing the brand with involving, eye-catching creative. The large format was'interruptive' in the mail and utilized the colour palette and crest from the product packaging.

From the teaser on the envelope to the components inside, each package was offer-driven and included easy instructions for 'recipients' to fulfill the offer.

The campaign yielded an outstanding overall response rate of 15.6% and reached 209% of the goal (27,169 responders vs the goal of 12,975). In fact, 91% of the responses were generated in the first 27 days of response. Referrals were anticipated to result in a 10% increment, but in fact generated an astounding 41% of all responses.