CHALLENGE B2B telco CallPlus is a modern “David” touting for business against goliaths like Telecom and Vodafone at “Mindstorm”, the biggest NZ Telco Carriers forum of the year. When your competitors have six-figure budgets and you have lunch money by comparison, how do you attract hundreds of qualified prospects to your stand? APPROACH Take the theme of brain storming and the fact you are known for innovation, notice the big boys are enticing customers to their stand with tea and coffee (boring) and offer Superjuice smart drinks that boost brain performance. OUTCOME One of the busiest and most popular stands, prospective clients and tellingly competitor stand-holders were queueing to learn more about CallPlus. Score David.