The darling of the dotcom boom, lastminute.com was cheeky, savvy and shrewd. We wrote 140 witty print ads (a year’s worth of activity) in one burst so they were ready and relevant for any bargain media buys that came up. But behind the scenes, they were trying to sell the company so we took a different tack on TV and went for scale and emotion. Brent Hoberman then played the ad to Sabre, one of the potential buyers. Apparently there wasn’t a dry eye round the boardroom table. They were so moved they bought the company. How’s that for ROI?

TV, press, outdoor, online display.