This was a highly successful campaign. It managed in its first objective to drive response and secondly raise brand awareness. From directly tracked calls it managed to obtain a cost per sale of £183 against a target of £500. But it also helped to increase response across the board with web visits increasing from an average of 300 per day to an average of 1 500 per day. In all nearly 83 000 responses were driven to the website over the course of the campaign.