We had to decide where to speak to millionaires so that they would hear us, and say something that they would listen to. Our task would have been too easy if our budget weren’t far less than that of our competitors.In Moscow, a nice view, fresh air, peace, and safety are luxuries unavailable at any price. Many millionaires dream of emigrating, but they have too many responsibilities to leave.

We offered a compromise. They could go home to a different country and go back to the office in Moscow in the morning: “Emigrate every night.”

The client said he would be satisfied with an increased number of calls from potential clients. We would be satisfied if he sold just one house.

The international financial crisis ignored our efforts and struck the day after our ad campaign ended.

But Russian millionaires ignored the crisis: the number of calls increased tenfold, the number of house views increased sevenfold, and four homes were sold.