We utilised as a metaphor between the principal benefit of the product (the navigation speed) and a pun formed by mouse (animal) and mouse (as a part of a PC). Inside the prospect found a wheel, the kind used to exercise hamsters, in order for their mouse to be fit for the task.

We expected a 10% response, with 30% subscriptions, but we actually received a 20% response, 60% of which subscribed.