SITUATION:
A software and information company was planning to demo their products in the trading rooms of several Wall Street firms. They needed to promote their upcoming “open houses” and asked us to put together a flyer to announce these events.
        They were thinking of a typical one-page piece, with a snappy headline and something that would inspire jaded traders to take a few minutes out of their day to check out our client’s offerings.

SPARK:
We knew a typical one-page piece wouldn’t, ah, fly with this audience. And we asked the client what the traders would likely do with the piece.
        “Probably make it into a paper airplane and throw it at somebody,” was the reply.
        “Hey, what if we beat them to it?!” we said.
        And we did. We created a piece (at left) with all the announcement info and product teasers the client needed. Then, the night before the announcement, staffers from the client put hundreds of sharp, yellow planes on the desks of traders at the target firms.

RESULT:
The next morning, trading rooms across Wall Street were thick with the client’s message, as yellow planes zipped through the air. Every time someone picked up a plane, they connected with the most critical bits of information, and most opened up the piece to see what else was inside. Attendance at the open houses far exceeded the client’s highest expectations and trial rates for the new products soared.