"This could happen to YOU" was the creative idea, stemming from the customer insight. While decision makers know the implications of their network getting affected by security breaches; they feel "this could never happen to me". This was brought alive by using the 'Fear Factor' to jolt the customer out of his false sense of security.

First by sending ‘Ransom Notes’, getting them to sit up and take notice, and following them up with mailers customized to industry insights, using powerful 3D devices ('Garrotte', 'Balaclava' and 'Power Switch'), thereby creating strong relevance with the message.

The response generated was an unprecedented 21%, and within 3 months. This is significant because in a category like Network Security lead times on decision making are generally 6-8 months. This mailer (part of a campaign) helped generate a campaign ROI of 1:2.1 vs. a target of 1:1.