• Proposition – 'Get under the skin of what’s working and what isn’t in your marketing' • In dramatising this, the creatives leveraged the idea that without these models, recipients could be gambling with their marketing budgets, bringing this thought to life through use of corporate dice that cover a range of marketing decisions.

• The dice are accompanied by a letter and brochure that give a top-line summary of the different models, and invites the recipient to request the appropriate fulfilment brochure or a phone call from one of the consultants. • The copy throughout treads the fine line between conveying the detailed information about the models in a clear, simple and non-patronising way, whilst retaining some of the interest and humour of the 'gambling' thought.

• Because of the nature of the product, businesses tend to respond when they are in the planning or evaluation stage of specific campaigns – particularly high-value campaigns. Early response rates, whilst lower than predicted, provided high-quality leads, with 14% converting to sales. Responses continue to come in as businesses request information on the Results Lab products during high-value campaigns.