This two-tiered mailing for a software developer was a tough challenge. The objective was to get the attention of users of a competitor's product and "open a window" of opportunity to sell the story of our client's product. Busy CIOs and Data Center Managers first received an envelope with a letter introducing the product named Control T and a cut out of the letter "T." When the recipient opened the envelope, the "T" fell out, creating curiosity to read the contents to discover its purpose. Within a week, a full color mailer was sent, with the same "T" shape missing (cut out) from the cover. We used telemarketing follow-up to recipients who remembered both pieces for their unique presentation. We successfully generated almost ten times the leads the client expected.