Idea:A conventional medium used in an unconventional way. For the first time, an advertiser willingly gave up a part of their poster in order to dramatise an idea! It worked like this: the poster was only glued on halfway giving the impression that the person hanging up the poster had interrupted his work midway to fly last-minute to London. This impression is supported by the handwritten note: “I’ll be back in three days to glue the rest!”

Results:A standard type of mailing that was anything but standard – and the result was just as extraordinary. In the first week after the mail drop the click rates increased by 250%.