Staedtler, manufacturer of premium quality erasers, wanted to increase sales of their Mars Plastic eraser in art schools and reinforce its brand image.

• 43% of the contacts responded to the offer, leading to higher sales.• After seeing the success of this local campaign, Staedtler headquarters in Germany decided to expand this mailing on an international level.

• The agency came up with highly personalized sales letters, each one entirely handwritten in pencil.• Enclosed was a Mars Plastic eraser with the cell phone number of the Marketing Manager printed on its sleeve.• 70 letters were sent to principals and supply managers of art schools.

• They were asked in the letter to read and then erase it with the Mars Plastic eraser: the best way to convince them of the eraser’s superior quality.