Generate leads from existing corporate customers by showcasing Microsoft business intelligence, the data-mining platform of Microsoft. Microsoft delivers business intelligence through SQL-back end and Excel, or customer specific front-end solutions.

Position Microsoft as a leader in offering data-mining and business intelligence solutions.

Invite business users, rather than the techies that Microsoft typically invites, to a Microsoft business intelligence conference. The mailer invite should engage the prospective clients and intrigue them into going.

In this case, the invite simply showed binary code (1's and 0's) but with an image embedded inside the code. Look at it at just the right angle and you will see the image.

Close to 30% response on the event invite, compared to the typical 10-15% response on other techie events. Hot leads generated from the campaign are worth a combined total of US$1.5 million. The mailer itself, a simple one-colour piece mailed to 500 prospective clients, cost approximately US$2,000. This DM pack generated an ROI of 750 x the investment, thus helping the world's richest man keep his title for a while longer.