Challenge
Position the IBM Forum 2004 as a distinctive event with the topic of business transformation and get attendance from the business and IT segments of customer organizations.

Solution
We found a striking expression of transformation in nature. The symbol of the metamorphosis from a pupa to a butterfly communicated the transformation of a slow and immobile business to a butterfly that is free to choose where it wants to go to.

Results
Attendance exceeded target by 40%.
Lead number exceeded target by 10%.
300% growth in attendance of high value prospects.