To stand out from the pile of inserts that come with a daily newspaper, we aimed to design a new type of flyer that would surprise readers just by its appearance. But since grabbing attention isn't enough by itself to guarantee a higher response rate, we made sure that the design would also facilitate reader response. The result was the Flyer with a Fluttering Postcard. The flyer is peelable. Once it's peeled open, the postcard automatically detaches and flutters down in front of the reader. No more torn reply cards. No scissors required. Instant reader attention.

As this was a new job for our agency, we were aiming to impress the client sufficiently to be appointed to handle the account. Our Flyer with a Fluttering Postcard achieved a 200% response rate compared to the previous year's figures, a stunning success that far outweighed the flyer's higher production costs. The client was so satisfied with the results that we were able to secure a long-term guarantee for the account.