The concept involves petrol lighters with one of three different motifs: an ironing board and iron, a Christmas tree, or a house. On the back they are engraved with the address of a local insurance agent who participates in the promotion. He may either hand out the lighter like business cards or just mail them out to prospects.When the recipients open the lid and flick the wheel, they see how quickly these harmless objects can turn into dangerous fires: suddenly, the board, the tree or the rooftop appear to be burning brightly.

Consumer response to the tool has been highly positive: 17% of all recipients contacted their local agent for further information even before the first follow-up call. Furthermore the “Business Lighters” always make a great issue for starting a sales talk.