‘IBM’s application management services allows your staff to concentrate on doing business rather then just feeling the pain of it.’ The creative draws an analogy between the use of reflexology to relieve pain and the effective relief of application pain that the IBM AMS solution can deliver. The reflexology theme is brought to life through a use of a postcard die-cut into the shape of a foot. The front shows the real reflexology zones found on the feet, with copy in each zone detailing a remedy that the IBM solution could provide to alleviate staff pains.

The mailing to a cold audience generated 1.3% response rate and for every £1 spent the ROI was £5.85p.