The agency created a horse-racing event held at the Singapore racetrack. During the evening attendees were given free bets (winning real money) to increase involvement and excitement. In between races, ESS made short presentations about the channels’ value.The event invitation was designed to grab attention from the moment it landed on a desk, by its size and teasing message. The enclosed horse-whip emphasised the event’s theme and provided recipients with an entertaining – and sometimes useful – toy. Recipients could respond by email or phone.

Extremely high response – of the 1,000 key media and marketing contacts targeted with this mailing, over 500 people (>50%) responded. The 400 places available were filled within 4 days of the mailing, leading to the creation of a ‘wait-list’ for late respondents eager to attend.The response rate and attendance were significantly above the client’s expectations and higher than for any previous ESS event.