The strategy was to show the journalist that he was the centre of attention for the big award-winning night, and therefore could not miss the ceremony. A highly compelling direct mail was created, which set off flashes when it was opened, thus simulating the emotion-filled experience felt by celebrities when they are surrounded by camera-flashing press photographers.

The campaign was considered phenomenal. 36 pieces were sent and it generated thirty six leads. An exceptional response rate of 100%, thus assuring the presence of all the thirty six finalists.