As it was a client appreciation night, the creative positioned the target audience as being an integral part of the musical performance, as there's "No Melody Without You". This message was reinforced through enclosing a single cufflink for male invitees (a single earring for the ladies). They would receive the other one when they showed up for the performance. The accessory set is completed, much as the musical performance is completed, with the presence of the CEO concert-goer.

The elegantly designed invitation, using music as the central theme, was hand-personalised and hand-delivered to further underscore its importance and get past the gatekeepers.

It was the best event ever organised by IBM Malaysia. The results exceeded all expectations, with 64.4% acceptance of the invitation, compared with other IBM events that generally enjoyed a 10-15% response rate. It had a no-show of merely 12.1%, compared with 30-40% no-show for similar events. Furthermore, personal contact with key decision makers – so vital in this industry – was strengthened and new bonds were established.

Its far-reaching success is attributable to an exceptional idea that had the power to get past the gatekeepers, stir the imagination of some of Malaysia's busiest individuals, influence them to respond and ultimately attend the event.