The speaker tells how in 2001, one client of her marketing agency was a backup tape storage compnay, and they wanted to get across the idea that it was fast, so they sent 85,000 IT directors all across Europe postcards with trainers on the front. They could claim their trainers if they responded with their shoe size and some research results. They sent out 8,500 pairs of yellow trainers. On the back of that campaign, they generated about £9 million of business.
