This was supposed to be only a letter; there was no extra budget for gimmicks or excess postage. In order to achieve enough awareness in the Christmas chaos and since our target group offer giveaways themselves, we had to send something that would charm them, without draining the budget. The best-known symbol of celebration in Norway is a cone-shaped almond cake decorated with firecrackers, Norwegian Flags and Jellybabies. To get the attention of the recipients, we simply glued a Jellybaby with a Norwegian flag to the bottom of the letter.

The objective was to achieve enough awareness and help open the doors for the sales force. 80 % of the target group agreed to meet a salesperson. Every single recipient remembered the Jellybaby and the message. This is 98 % higher than last year.