Brief: GQ would give a discount of 10% on early subscription. A Direct Mailer was to be sent to all customers. However most recipients ignore such mailers in the flurry of events. The communication should therefore trigger the attention of subscribers at a minimum budget.
Solution: The line on the envelope said 'Wait for 30 days before you open this'. This invoked the curiosity in the recipient and he opened it immediately. The inside line complimented the recipient for being 'a man who dosen’t like to wait' and went on to introduce the offer.
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