9,127 maildrops were distributed, of which 493 people asked for the sample (success rate of 5,4%). The daily visits to the website increased by 27% during the campaign and until one week after it having been discontinued. The most impressive result was a fantastic increase of 69% in terms of P&W Club enrolments when compared to the figures before the campaign was launched.The overall cost was $2,264, which represents a cost per contact of $0,248.