To launch the competition, an origami pad, designed to create paper Air France Cargo planes, was sent, telling participants to get in training. Then, every month, carefully chosen objects were mailed as clues as to the mystery destinations (eg. a tape measure for Parisian haute-couture, a heart for the Sacred Heart). Finally, a custom-made poster revealed all.

Evolution of client turnover: 18.5 % amongst participants vs 1.20% amongst non-participants.Evolution of client market share: 17.9 % amongst participants vs 8% amongst non-participants.