Micro Motion Ad 2 - Another "threat" from a disgruntled customer who wanted a cheaper flowmeter -- this time a different type. Copy introduced the new straight flowmeter. Both ads followed key customer meeting invitations delivered in direct mail packages containing (a) a rock wrapped in the invite; and (b) recorded "Mission Impossible" invitation message . Key customer turnout was 99%, and the campaign garnered a 400% ROI. Not bad for a simple flowmeter.