Because this was a new departure for those who knew the Kalpakian brand only as carpet makers, our launch had to be both impactful and unforgettable. We developed a high-touch mailing and a classic direct marketing device was used - the pull tab - but applied it to a three-dimensional piece. The mailing contains an architect’s model of a spacious loft. When you first see it, the floor is made of tiles. By pulling the tab, however, the tile floor moves and the new SolidWood Ingenieril wooden floor appears. Further information, including a call to action, was hidden under the furniture.