A response card is a rather unspectacular product, which yet requires thorough explanation.Strategy: demonstration with the help of the product itself. Being rather small, the product required a great impact.

Creative: Extreme provocation.By deliberately 'insulting' the target group with strong statements ( .. LOSER! IDIOT! .. ), expecting that the typical Austrian would immediately get angry and complain, without having a closer look. What was being conveyed to them was actually to their own advantage, as explained on the reverse of the card. Yet, the addressees were offered the chance to vent their anger and truly tell the senders off.

Approximately 10,000 decision makers of small and medium enterprises by means of direct mailings.Results:A rate of 2.2% responses, 220 interested parties after the first phase, more than 20% of which could be turned into customers.Budget: 7,500 euro.Production & mailing: internal activity. Due to the low costs, the low budget had already paid off after the first phase. The greatest challenge was to encourage those responsible to accept the alleged insults as they did not believe in the positive power of provocation and feared negative reactions. In actual fact, this did not materialise.