A regional company had developed a unique, nickel-teflon product that could provide lubricity and resiliency to nearly any surface. However, the product’s amazing durability resulted in little repeat business. So, the company wanted to better engage the market to increase product awareness and develop new business leads. To that end, we developed a series of tongue-and-cheek direct mail pieces that resonated with professionals who were searching for methods and materials that would make technologies perform better. Our “Look for the signs” execution addressed the target audience effectively, positioning the company—and its product—as the solution developing engineers have long sought.