Firstly, the idea was executed in a specialised magazine, meant only for golfers. So we had a captive audience. Secondly, the startling appearance of holes in the page stops every one as they turn the page. It grabs attention by its sheer audacity. Within seconds, the idea sinks in and the golfer is amused and thrilled. A relevant offer told in an imaginative, innovative and memorable way.

The effort yielded instant results. The deluge of enquiries were greater than they could handle. The advertiser did not have to repeat this ad again. One release was enough for Cox&Kings to meet its required numbers. Value was the idea’s middle name.