The Sun and News of the World are the daily football bibles. We thought that this mailing should give England fans something extra to help cheer on their team. Inside each pack is a large glove we called the 'Sun Salute'. On one side it shows 'V' for victory, for when England are playing well. On the other there's a rude gesture to show the referee your displeasure at his decisions.Readers were also offered eight weeks of money off vouchers and the chance to win £500 in a Prize Draw.

300,000 people were mailed. 32,867 of which responded to the questionnaire giving this mailing a 10.95% response rate.

Mailing response for cold data = 11.04%.Mailing response for warm data = 54.04%.Sales directly attributed to the mailing = 87,191.Cost per mailing = £1.70.