We decided to highlight the rational and emotional benefits of having choice.In anticipation of the Federal Election, we produced a pack that arrived the day before voting.This opportunistically played on the 'power of choice' that elections - and IBM - offer. The box was an exact replica of ballot boxes used in Australian elections.The line 'have your say' encapsulated the emotional benefits of choice. The 'voting form' had servers instead of candidates, showing the rational benefits of choice.

The response rate was 12% (highly targeted list) which drove people to the Demonstration Centre.Because they were so highly qualified, the leads directly translated into an 81% increase in sales for the comparative six months in the previous year.