What we wanted from the recipient was not simply the ingestion of information: it was attention, conviction and a sense of import, something that an economically rational 50p stamp could never obtain but that a £10 FedEx envelope could. In the end, the campaign was hugely successful. Almost everyone opened the package and read the contents – and over 10 per cent tried the product, which required a significant amount of effort. In 2018 a digital rationalist would suggest that the way to reach several hundred senior IT people would be via Facebook, or by email – two options which were mercifully
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