We did not develop an invitation, but something completely different. At night, after the person responsible for the Proximus account had left their office, a painter came in and painted one of the walls of the office purple, the brand colour of Proximus. Next morning, when the person responsible for the Proximus account came in, they were astounded by the painted wall. The desk was covered with painter's plastic. On the desk was a can of paint with the message: "Proximus has a brand new style. Please come to the presentation of the new brand book."

All 30 persons attended the presentation. But most of all, they got a taste of the new Proximus brand activation strategy.