"Unisys provides secure business operations. Their primary target: CEOs and CIOs of the world's largest firms, a nearly impossible group to get to. Extremely busy. Hugely cynical. So we created this precision-targeted and very personalized campaign. We sent each person an iPod with a teaser video embedded. The video provided a peek inside ‘The Unlearn Center’ and a personalized invitation to take an online tour of a futuristic place where top business people ‘unlearned’ all their negative perceptions about outsourcing. Over 60% of our target responded to the invitation, compared to the 2% norm for direct response advertising."