Getting your plastic shoe in the door

The RWA conference room looks like a bomb hit it. Empty cans of spray mount and pieces of foam board litter the floor. A glue gun drips metallic drops of gold wax while raffia strands coil amid crumpled up tissue paper and glue dots gone bad. A cardboard box overflows with naked Ken dolls.

Um, what was that last part?

Admittedly 50 naked Ken dolls is a rather unusual item to have in a conference room (even in a creative agency like RWA), but there is a perfectly reasonable explanation as to why we have so many commando Kens in the house. We needed their clothes.

Several months ago we were approached by a company looking to catch the attention of CEOs. Their service, a method of outsourcing CFO functions, provided many great benefits to CEOs looking for better financial reporting and forecasting. However, the company had been unsuccessful getting its message past company gatekeepers and into the hands of the CEOs it wanted to talk to. Letters and phone calls weren’t getting any response. They needed something so innovative, CEOs would have to pay attention.

Their problem is not unique. Lots of companies (including RWA) know exactly who their target is and where to find them. They have names, numbers and vital statistics. They know that their target needs their company and they know how their product or service would help them and why. If they could just get a chance to talk to their target, they know they could land a new customer. But, they are getting nowhere with letters, phone calls and e-mails. They are at a crossroads. They can give up or they can try something so different, so crazy, so completely unexpected, the target will notice whether they like it or not.

Which leads us back to the 50 naked Ken dolls.

For this client, the unexpected is a garment box containing a three piece suit complete with tie and dress shoes. The suit, of course, is empty. The message simply asks “Is your CFO an empty suit?” and suggests calling if the company needs someone who can better fill it.

Will it work? The packages go out this week so we don’t know yet. How would you respond if you got an empty suit in the mail? Would you pick up the phone and call? I would. I’d want to know what happened to Ken. Wouldn’t you?