Since we were targeting highly accomplished people, it made sense to tie the chess analogy directly to success in business. We sent a 'book' containing some of the greatest chess-inspired maxims for success. At the end of the book, we included a CD ROM of the TVC, and some very striking imagery of the human chess pieces. We also seized the chance to get to know them better. So we offered an incentive to those who completed an enclosed questionnaire about them.

The pack achieved its objective of getting Royal Salute noticed by getting articles written on the making of this very striking TVC. The CD Rom provided in the back of the pack gave these media people all the imagery and information needed to do write ups. So much so that the TVC is going to run in the Singapore market. The response from the questionnaire was 25%.