CIGNA Retirement and Investment Services is the only Brazilian company that deals exclusively with corporate pension plans. All the plans it administers are called 'Open Pension Plans'. In contrast, 'Closed Pension Plans' are managed exclusively by companies themselves, without any third-party involvement. The goal of the action was to convince customers operating closed pension plans to open their plans, contracting CIGNA to help them manage their plans.

The creative concept focused on the fact that closed pension plans required so much work from company professionals that there was hardly any time left for them to enjoy the nicer things in life, like their country home, their car, their books and other pleasurable activities. The campaign showed how closed their life was in order to dramatise what they were missing.

We sent a direct mail to the presidents and the pension plan administrators of 102 companies. The action led to the scheduling of 44 visits (43%) and the signing of six contracts (13.6%).The excellent results generated revenues of US$8,556,515.79 for CIGNA. The return on a total investment of US$34,257.44 was US$249.77 for each dollar invested.Contracts, which usually take an average of one year to close, were signed only six months into the campaign – a truly remarkable return.