Sampling was key to building these emotional connections. Sampler books of the first chapter were produced in the style of the main title, and distributed to our two targets.The first chapter could also be downloaded online, with the incentive of winning a family safari.The aim was the same for both mechanics - to engage the two audiences, so that they would be unable to resist buying the book, to finish the story.

Book sales increased by 50% during the campaign, an uplift of 800% versus 2004.The competition generated 2,000 leads to be used for Direct Mail communications, to promote other books in the series.And all this was achieved before the film was even released with a budget of only €145,000.