In the middle of a suspenseful Science-Fiction/Action movie scene, a casually dressed guy walks in, happily takes the Compaq Computer and leaves.

This campaign achieved a lower overall cost per response and a higher ROI than the prior year’s holiday campaign. Call-center conversion rates improved by 43% vs. prior efforts. Notably, calls from this effort were still coming in four weeks after the flight ended, which is double what was obsersved in previous campaigns.