The straw was the innovative creative idea of the entire concept, it was unique and never seen before. It was used as the key visual in all creative executions and all materials such as invitations to the event, print cooperation, etc. The straw was also the trigger for a raffle promoted in a radio cooperation and on a microsite on the web to make people guess what the straw is for and what the idea might be behind it. It created a media buzz and was talk of town in Hamburg.

3.5 million contacts were achieved within the Hamburg area & 1 million by PR-coverage. The direct mailings achieved 220 registrations for the event, a response rate of up to 24% from the mailings lists. 180 participants joined the event producing 46 key business contacts with 8 contracted projects.