Erase this letter.

Staedtler, manufacturer of premium quality erasers, wanted to reinforce its brand image and increase sales of their Mars Plastic eraser through art schools. The agency came up with highly personalized sales letters, every single one entirely handwritten in pencil by the Staedtler marketing manager. Enclosed was a Mars Plastic Eraser. The letters were sent to principals and supply managers of art schools. After reading the letter, they were asked to erase it with the Mars Plastic eraser. This was the best way to prove the eraser’s superior quality. 43% of the contacts responded to the offer, leading to higher sales.