We decided to create a literal association with the name of the Award (Neuron) and developed a multimedia campaign. It started with a mailing, consisting of ‘brains’ preserved in jars filled with ‘formaldehyde’ with the headline ‘The best neurons deserve to be preserved’, and continued with press ads and inserts, emailings, SMS alerts, invitations, a central website etc, all using medical illustrations reminiscent of the early twentieth century and centred around the punch line ‘Open your mind to Relationship Marketing’. Even the Award ceremony had a spooky old lab mood.

Of the 220 contacts, 45 logged on to the site (a response rate of 20%) but if we consider that our main target consisted of 21 Relationship Marketing companies, all of those logged in and entered the competition (success rate of 100%).