While the objective of face-to-face meetings was clear, gaining the attention of key people in busy ad agencies was the challenge. WE NEED A BIGGER POOL (talent pool) was the idea behind our campaign, and the headline was printed on an adhensive transparency, stuck onto a fully-inflated paddling pool. Even the largest agency couldn't avoid a 2m wide pool in reception. Integrated with the campaign was the leave behind and post-meeting follow-up device: an inflated ring and miniature rubber ducky, carrying a swing tag message "Thanks for letting us float the idea" along with a New Zealand Post business card.

This campaign exceeded all expectation in terms of response and conversion. We achieved an 85% response from the toughest audience out there. Further, this result exceeded objectives by 100%, with over 60 appointments made. And best of all, 90% of the appointments have been with the GM or CEO, including the top 20 ad agencies in order of size! All have committed to reserve at least one spot for an intern from the 2005 DM classes! New Zealand Post considers this a huge success, and the CEO of New Zealand Post has also been seen splashing in this eye-catching pool!