Advertiser: TNT Express
Campaign: "TNT Carrier-Pigeons"
A program featuring carrier pigeons achieved a 100% response rate. To increase corporate business, TNT Express hand-delivered a box containing a pigeon and a letter to an executive at a non-client company. If the recipient agreed to discuss its delivery service with TNT, he released the pigeon. Once the pigeon returned, a TNT representative called the executive to schedule a meeting.