High attention invitation was mailed to salespersons, who aren't used to receiving anything special.We proposed that they should arrange something after the event's official part. The whisky tasting. Why whisky? Most of the target group are men and they are already familiar with wine tasting.The whole message of the invitation was based on the whisky tasting. The invitation was mailed in a brown envelope with only the receiver's name on it (that made the receiver suspicious). The personalised invitation was on the cover of a round tiny 'whisky bottlebox'. In the box there was a small Ballantine's plastic whisky bottle (plastic because of mailing) and a personalised letter with information about the event.

The result of the invitation was that 155 of the 185 sales-persons arrived at the event.After the envelope was mailed, salespersons' colleagues called saying they would also like to have the invitation to the event.After the event, a salespersons' brother from a different company contacted us and ask how we created the idea and who helped us. He asked if he could copy the idea for his company's invitation and event.