CP Comunicacion Proximity (DM Agency), CP Data Optimum (Database company) and CP Interactive, together developed a campaign directed at their present, potential and collaborating clients.

The main goal was to send a Christmas greeting, to show the agencies' capacity in developing and implementing direct-marketing campaigns integrated with an excellent strategic and creative development, using a high degree of interaction and personalisation aimed at reaching successful involvement and results. All this was coupled with an impeccable production. The strength of the idea hidden behind the message, together with the distinctiveness of the dispatches and the sentiment of nostalgia they evoked, did the rest.

The way to introduce the target group to the story was by sending them a newspaper containing a piece of news about the discovery of some letters sent to Santa Claus that were lost in a plane accident years ago. Some days later, each person in the target audience received an express dispatch from the Laponian Post, a Finnish messenger service, including an old letter that was'theoretically' sent by them when they were seven years old. We connect the toys that they asked for in the letter with this person’s present-day activity (for example: cars, press/books). Apart from the presents, the letter is personalised in relation to the person’s sex and decade of birth (the 50s, 60s, 70s).

The same dispatch included a letter from the Laponian Post in which they expressed their wish to compensate for the delay and which urged the receiver to phone a certain number (attended by an actor with a Finnish accent) where they were given a password to a website. Through a small game on the website, they were invited to remember what their childhood bedroom looked like (the colour of the walls, the music they listened to…). The answers helped to define the profile of the target audience and gave an indication of the type of presents they might have wanted as children. Finally, on Christmas Day, they received the Christmas present that never arrived!

Budget: €30,000.Number of dispatches: 907 (66% men, 34% women)A return rate of 67.4%, which means 611 people out of the 907 passed all the phases and received their present.

The women were much more participative, with a rate of 64.6% compared to 56.3% for the men. The return for age groups: 47.9% out of those born in the 50s answered, 55.6% out of those born in the 60s, and 72.1% out of those born in the 70s. It is worth mentioning that among our target group, 33% consisted in potential clients, out of which 65% visited the agency after having received the dispatch. Today, four of these are our clients, and we are continuing our talks with another nine.