We decided to break all the rules in the washing powder sector. Rather than lecturing mum on how to keep clothes clean, we encouraged mum to encourage her kids to have fun, be creative, get messy. After all, she could rely on Persil to wash out the inevitable stains and dirt. Each execution was packed full of ideas for things that kids could make or do, and wherever possible, included a sample of a particular Persil product.

The results were remarkable given that all but the last pack was sent to cold prospects who'd NOT opted into the programme. The May campaign achieved 2.43% response rate. June achieved a 4.65% response. And the January campaign received 8.77% to the offer. The final piece of the programme, mailed to consumers who'd by now opted into the programme, achieved an outstanding 24.4%.