Using standard envelope direct mailing, they needed to interest a potential consumer base of 1,000 small to medium enterprises in a new and faster internet offering from Neotel. But how do you effectively sell new technology using good old standard postage? Instead of looking at flat mailing as a restrictive medium, they decided to take advantage of the medium's primary shortcoming - it takes days to reach its target audience. So that became the idea: Let's create an e-mail that takes days to arrive so as to illustrate just how slow their competitors are. Then sell Neotel as the faster solution.