Brief: During the months previous to winter the petrol company CEPSA encourages its best clients to RENEW THEIR HEATING SYSTEMS.

Solution: We created an absurd club called “DDD-Defrayal for Dilapidation and Disuse” for people who waste their money and are not interested in saving. The climax of the campaign came with the POSSIBILITY FOR THE CLIENT TO UNSUBSCRIBE OF SUCH CLUB by visiting the web where they found all the arguments in favor of the CEPSA offer.

Results: - Acceptance of sales interviews: 36% (139% objective) - Conversion over interviews: 23% (195% objective) - % of boilers renovation: 8.28% (235% objective)