Strategy: Create a memorable contact mechanism that would shorten the sales cycle. The contact mechanism would need to reach the decision-maker and deliver an immediate response. Finally, the piece had to generate face-to-face meetings.

Execution: In planning meetings, the client reinforced the need to have phone contact with the prospects and mentioned a futuristic example from the movie “The Matrix.” Though the client only saw it as an example, Good brought it to life. In the final piece, the prospect receives a FedEx package marked “Confidential.” When the package is opened, a sound chip rings and the prospect sees “you have a message.” On the phone is a voice mail from TMW Systems. Once delivery is confirmed, a follow-up call is placed to the prospect’s new cell phone — successfully by-passing executive assistants and voice mail systems.

Results: The initial test phase produced an impressive 100% response rate, with a 75% success rate for setting sales meetings.