We borrowed from another category altogether, and misdirected our target – packaging and selling Intactive like an erectile dysfunction drug.

Ads in investment trade publications, as well as on-line rich media and banners, drove to our website – offering a way to order a “free sample.” Within days, hundreds of personalised prescription bags were delivered to financial advisers. A pack inside boasted, “a single dose can have lasting beneficial effects” along with a single blue pill sealed in a blister pack. An information sheet (which resembled pharmaceutical details) described the Intactive fund, highlighting the positive effects and why advisers should use it.

The financial industry category normally gets a response of .002%, whereas our click-through rate dramatically overshot the industry average, at 7.12%.

Over 5% of advisers requested more information – more than doubling the benchmark. More than 10,000 highly targeted Intactive information packs were distributed to impressed, amused and responsive financial advisers (many of whom had never considered our products before). Their interests were piqued as they began spreading the word, and best of all, talked to their clients about it. Most importantly, we doubled our one year projected sales of $500 million, to nearly $1 billion in sales, in half the time.