The desire to have a Lexus is not like all others. It may not be obvious even to yourself. But it can be foreseen by us. The delivery of 'blackmail' envelopes was organised for 400 top Russian businessmen. The addressee received an envelope with no identification. Inside was a black A4 note “You are suspected …”. Attached was a photo of the addressee in an unrecognisable situation. The picture was a perfect forgery. The following day – another picture, different situation and a note “You are suspected to want …” Third delivery-note “You are suspected to want a Lexus” plus an invitation to a secret gathering of all the suspects. The gathering took place in a VIP cinema. Guests were placed in a complete mock setting and performance of 'Minority Report', with theatre decorations, entertainment, followed by a screening of the film.

404 addressees received all three deliveries (100% of database).

They were: Presidents and General Directors of the largest Russian oil and gas companies, banks and insurance companies, largest manufacturers, politicians and actors.

Out of 404 invited VIPs, 132 visited the event (33.7%). A widespread of 'word of mouth' effect among the target audience was achieved; VIPs still heatedly discuss the campaign. Despite the fact that the campaign did not include specially developed PR coverage, it attracted attention of mass media which resulted in a big article the in No1 business newspaper 'Vedomosti' and an interview in the 'Economist' magazine.