The Great Wars Collection is one of the most important historical war documents ever produced in Brazil. It belongs to Editora Abril, the largest magazine publishing house in the country. The challenge was to develop a campaign that would attract the greatest number of readers and companies related to this area to buy the collection.

Because of the on-target selection process for the magazine mailing list, the action was a success and yielded an excellent rate of return: 60% of the readers that received the mailing subscribed to the magazine, for an average expenditure of US$ 90.00. Total sales amounted to roughly US$ 54,000. The total investment for the campaign was US$ 30,000. Therefore, the return on each dollar invested was US$0.80, or an 80% ROI.

The target group included people interested in the subject, like college students and professors of History, warplane and warship collectors, people that rent out war films at video stores and subscribers to cable TV who receive channels like The History Channel, Discovery and National Geographic. To induce people to feel exactly what it was like to live through a war and experience its consequences firsthand, we sent a magazine with bullet holes and blood wrapped in a bandage, inside a manila envelope, as though it had been sent directly from the battlefield.