The introduction of the smoking ban in England presented a unique opportunity for Initial. They could see that pubs and hospitality venues would have to improve the facilities they provided, as more women and families were set to come in following the ban. They asked us to come up with a mailer to target these key businesses, highlighting the importance of upgrading their washroom facilities.

Results: there was a 12% response rate and a 200% increase in targets for appointments, with 18% of appointments resulting in a sale. £4.16 was made for every £1 spent on the campaign.