Being there for great rugby moments was key to selling long-term spots at Twickenham. The campaign included mailing an actual stadium seat, complete with instructions to put the reader in the moment. The campaign raised more than £23m in revenue for the RFU, a return on investment of more than 85:1. In total 3,500 debenture seats were sold to private individuals, as well as 500 corporate debentures and all 38 of the available hospitality boxes. Also the DM with the stadium seat won a prestigious marketing award.