A detail in the brief - the first child goes free - became the hero of the advertising.Press ads target couples both with and without children, showing lovers steaming up a car's windows, 'making a child quick' to take advantage of the offer; the other press ad shows one brother tanned and happy - the other, pale and angry, having been left behind. The DM offers a spinner, to be completed with each child's name, giving parents help when choosing which child to take.One of the radio ads includes a man speed dating, trying to avoid the 'dating stage' and go straight into having children.The email enables parents to complete a ready made letter to the abandoned child.

The creative enabled Virgin to communicate their offer in a witty, 'Virgin' tone, without turning off the largest market to the Caribbean - couples!As the campaign was concentrated in one geographical area – Manchester – individual media were not isolated or tested. Instead, the client was looking for a cumulative effect on sales.Overall the campaign resulted in an uplift of sales of 30%.This was supported by high levels of response to trackable media. Email opening rates were as high as 22% and click through rates (from the initial email to the ready made letter) were an exceptional 8%.