So much time is spent talking about how digital and social should be at the centre of every campaign. This is one of those times when the common wisdom would have led us down the wrong path. As a primarily digital guy, it's great to see that good old DM still has a valid role to play. 

THE BRIEF: To convince regional media buyers in Hong Kong and Singapore that the best way to reach an elite audience is with the FT's mix of print, online and mobile audience.

THE AUDIENCE: Nicknamed "hummingbirds," these regional media buyers are young, ambitious, fashionable, mostly single females who are constantly on the move from one event to the next. 

THE INSIGHT: This intensely busy audience doesn't have the time for deep online engagement and they don't respond to print. The best way to communicate with them was through DM.

THE IDEA: We made good on the FT's promise of attracting the elite by helping them to do it themselves. 

We send out a DM pack contained three combination fragrances. Like the FT's media mix of print, online and mobile, these scents could be combined to create a mix that attracts an elite audience best.