A transparent cover flap with provocative and relevant headline literally worked as a bookmark to attract readers to the bundling 5-page ad inside the magazine.A pair of boxing gloves – the visual of the IBM Software ad served to unite and strengthen the entire media buy.The strategic title selection which placed the ad in the issue with IBM cover story helped the idea work even harder – even the colours worked in unison.

Overall, the campaign drove over a thousand attendees to the DeveloperWork Live event held in Shanghai on Aug 25 and 26 2005 - this far exceeded the target by more than 50%.