A simple, no frills mailing built around the response device of a plain manilla envelope - just what you wouldn't expect from a high profile brand like Orange. All prospect had to do was enclose their last bill, so they really did have nothing to lose - not even time. For those who'd find it easier to call, there was that option, too. And we kept it single-minded - an insert extolling the virtues of Orange would have slowed the piece down and raised more questions and barriers.

The target was 4% response. 12% actually sent in their bill. 11% went on to switch to Orange, the best response that Orange has had to date in this market.