The objective was to get 100 CIOs to attend the 'survival camp'. 200 DM packs were sent out to the top CIOs in Malaysia.

The invite proved irresistible, getting a 20% response. It outperformed responses to other IT conferences by over 200% (usual being 8% - 9%). Sales figures are confidential but the client indicated that sales leads generated by the conference far exceeded their expectations (almost double their target). They were so pleased with the success of the survival concept that it was adopted for future CIO conferences.