How do you get a Swiss citizen to open a direct mail piece? Send it on wax paper so she can wax her skis with it. That was no joke for Pitsch Sport, a sporting goods retailer in Switzerland looking to bring customers to stores to make their winter equipment purchases.

The Agentur am Flughafen agency devised a wax-impregnated pink letter that recipients could use for waxing. Despite a lack of snow, store traffic increased by 200% and sales went up 15%.

source : caples.org