There is in Brazil a common business saying to express the action of cutting costs: "dry up" costs. That was the starting point for the creation of three pieces, which made use of highly absorbing cloths. First, we sent an absorbing cloth and asked the IT professional to pass it over their financial worksheets to dry up their IT costs. Then, we sent four small cloths hung out as if to dry. Each one carried a printed success case. Finally, we sent just the clothes line with one clothespin, to remind that they hadn’t yet "dried up" its costs with IBM.

14.55% return, 20.50% conversion. Return rate for each dollar invested: US$79.57. Due to its unusual format and its light and good-humoured language, the campaign aroused the interest of the audience for IBM Solutions. The cases and the consulting offer were helpful to build a good reference for IBM. The sales generated were a great deal higher than IBM's expectations, producing a gross revenue and the best of year expense to revenue of 1.26% above the market (market average is 10%) and the company's average itself (IBM goal is 7%).