Cannes Lions

ANNUAL EVENT INVITATION

I DO, Brussels / VAR / 2005

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Overview

Description

We sent every guest an invitation, accompanied by a fake but very official-looking note from a medical Doctor. This handwritten, personalised note stated that this guest was unable to go to work on the day of the event. He only had "permission to leave home for medical treatment", which was, of course, at the event.

Outcome

220 of the 1,000 invited guests attended the event, which was a response rate of 22%. Year after year, the reactions to the invitation are heart-warming and enthusiastic. The event has a tremendous effect on the image of VAR.

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