Because of the difficulty in attracting the attention of this group and assuring their presence at the event, the solution was to develop a highly compelling direct mail piece to persuade the journalists go to the event. Based on the concept, "You can start preparing your speech. A lot of people voted for you. A lot of people will want to hear what you have to say", we sent each professional a garbage can full of crumpled paper containing rough drafts of award acceptance speeches. The piece was totally personalised and the speech sketched the career of each professional.

The client considered the action an absolute success. The cost of the communication was very low and the rate of return was the highest possible. Of the 42 journalists invited (stars of the national media) 100% showed up for the event. The total investment was US$1,638.00, or US$39.00 per impact. Not only were we able to guarantee 100% presence as an outcome of the campaign, but the piece also received several compliments from the journalists. And it’s not easy to get a compliment from a journalist!