Target Group:All cat owners (non-users) who are responsible for the purchase of catfood and hygienic products.Objectives:To increase sales and generate interest and awareness for the new product 'Catsan Sensitive Naturelle'. The promotional link to a specially created website was led.Synopsis:Voyage to the Catsan Islands: a three stage mailing with follow up.While on holiday, a cat discovers the legendary product benefits of Catsan Sensitive Naturelle's softwood granules. Naturally, he feels the need to share the news with his fellow cats back home in Germany. He does this over the course of three postcards, which are sent at intervals of two to three days. The first is a teaser designed to excite curiosity, the second gives information about the product benefits and the third and final card makes people aware of the large-scale free sample promotion.The postcards also point them in the direction of his travel diary on the web: www.catsan-islands.deThere people can read more details of the cat's journey and follow his progress. each page of the diary also features a link to a couple of bits of "background information".The competition ends with the prize.