The direct mail created was a set of 12 smartly-designed coasters that toyed with the coffee mug stain. Each coaster featured a stain-ring and a matchstick figure cleverly interacting with the stain. Eg The stain ring was the matchstick figure's thought blurb in one, his ring of fire in another and his golf ball in yet another. The stick man is seen as Saatchi & Saatchi constantly generating ideas, in this case with the stain ring. Plus it scores the double bonus of daily use desired in the brief!

Beyond planting a smile on every recipient's face, finding a permanent place for Saatchi & Saatchi on the client's/prospective client's desk and clearly identifying Saatchi & Saatchi as Ideas Company, this mailer resulted in invitations for eight new business pitches and had a significant role in the Dubai agency's 58% growth last year. Clients even called in to see if they could get extra coaster set s for their homes! An added pleasure was to go to meetings at our clients' offices and enjoy a cup of coffee placed on our own Saatchi & Saatchi coaster.