Launching the new Google AnalyticsTM Premium to 200 of Google’s largest AdWordsTM customers was a pretty big deal. So, Slack and Company created an oversized direct mailer to convey that Premium was now “enterprise-ready” and right-sized for their businesses. For housing, we chose a giant pizza box and promised the reveal of “something big.” Inside, a card set up the idea that Premium was “greater than” anything customers had seen—an idea that came to life in a large bound book also found inside the box. Using the universal greater- than sign (>), the book told the story of Premium, repurposing the symbol to form fun visuals that hit on Premium’s unique features. The piece had a family-sized impact. Within the first few weeks, it generated 17 new leads, which translated to an 11% response rate.