The piece approach was unique and brought a comparison that demonstrated to clients the economy obtained with the migration from their present plan. The direct mail was fully personalised according to the average consumption of each client, showing that BCP does know with whom it is communicating, and that is doing its best to put him in a plan best suited to him. The piece used a comparable table, containing true and personalised amounts, to enable the client to verify the saving derived from the change in plan. To avoid the information being limited to numbers, it was created with a gamelike content with images, illustrations, etc.

All pieces of the Price Plan brought an excellent return throughout the year.With a total investment of US$ 52.774 this action obtained 18,027 responses, from a total of 66.868 impacts.Its response rate reached 27%. The cost per response was US$ 2.93, generating an average income of US$ 6.26, in a total invoicing of US$ 112,922.All this action showed a ROI of 2.91 (ROI=Incremental income of impacted clients by the campaign which is projected for 12 months, and divided by its investment).Churn rate was reduced in approximately 70%.