This young target group wants entertainment. In preference to an informative mailing, the need was for innovations which were ‘cool’ and arouse curiosity.·The dominant theme of 'music' was taken up and dramatised by distributing note-shaped lollipops. Different flavour lollies stood for the ringtones ready for downloading from Swisscom Mobile·Information was provided in the form of an enclosed handy pocket guide·Innovative response mechanism: customers validated the voucher for 10% off at City Disc by peeling off the personalised sticker from the letter and sticking it on to the lolly wrapper.

The mailing was a success throughout:1. 881 vouchers were redeemed in person at the POS: about 26% more than expected (target = 700).2. Orders for the special hit CD via a hotline amounted to 14%!3. Feedback from a postal survey among the target group was outstanding: the mailing as itself and its recognition value were highly rated.