An incorrectly bound piece may look like a mistake, but when it’s a DM piece illustrating how the important things in business can always end up going wrong, it’s a great idea. The piece contrasts the many small irritating certainties of 'sod’s law' – that the more important something is, the more likely it will go wrong - with the comforting certainties of the BT Business Plan. The desired effect is to empathise with the business audience and demonstrate that BT understands the plight of the smaller business.

Leads generated over-achieved the target set by 75%. Response rates achieved 130% over the average response rates expected from a business to business audience. Conversion to sales rates for DM ran at an average 70%. Monthly defection rates dropped by 25%. After two months, 28.5% of the base recalled the name of the plan. Fastest selling business telephone plan in 2003.