Velux are known for making windows. So 1500 builders’ merchants were surprised to receive this mailer for the new Velux Solar Hot Water system. We wrote the outer teaser headline and a minimal brochure to intrigue and encourage requests for the full, technical manual. And it worked – a 19% response rate in the first week alone kept Velux busier than they’d expected, along with an impressive 9,000 responses to the trade press ad based on the same creative.