Pfizer, one of the world's largest pharmaceutical corporations, aimed to introduce its new oral contraceptive to gynecologists in Austria through direct mailing in an efficient and unique way. Pfizer did not strive to make doctors wade through reams of leaflets and brochures but still wanted to stand out from the crowd and communicate its content more effectively. Another challenge was turning the highly tedious and complicated sample ordering process, which often leads to lost prospects, into a fun and straightforward experience.