Rhe Ogilvy solution to the brief:Use humour to attract attention to the dealer show. Package the information on the new range in a striking manner.

Salesmen wear suits and ties. In fact, a key consumer insight reveals that the necktie is perhaps the most important clothing item of a good salesman.

A good salesman is also characterised by his inexhaustible knowledge of his wares. Ogilvy combines these two features in an attractively designed necktie bearing the entire new range upside down. Great as a cheat sheet!

Results: Quantitative: - 6% more visitors to the autumn show (= target +1%).- Traditional difference between visitor numbers to spring and autumn show was almost halved (from 19% to 11%).Qualitative:-A few salesmen wore the neckties at the dealer show and JVC also received compliments on this promotion at the dealer show.

- The mailing matched the brand strategy of JVC and contributed to the experience that JVC stands for quality and style. What's more, a tie with an upside-down text is extremely out-of-the-ordinary.