Microsoft wanted Visio 2003 to be perceived as a drawing tool, very much the same way that PowerPoint is used as the presentation tool. The mailing presented a real paper napkin over cardboard with the following message "The idea might be great, but looks matter." Inside, a brochure with the message: "Microsoft Visio 2003, give your ideas the look they really deserve." and a CD-ROM with a product demo. We wanted to complement information by sending people to a microsite where they could get the demo software license.

The campaign generated 30% visits to the microsite. 7,15% actually bought the software package.