GETTING SMALLER by Ogilvy & Mather New York for IBM

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GETTING SMALLER

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Creative Director Victoria Azarian, Chris Lindau
Art Director Mike Tunney
Copywriter Joe Perry
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM
Product/Service: ENVIRONMENTAL DATA MANAGEMENT INNOVATIONS
Agency: OGILVY NEW YORK
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Creative Director: Victoria Azarian (Ogilvy NY)
Creative Director: Chris Lindau (Ogilvy NY)
Copywriter: Joe Perry (Ogilvy NY)
Art Director: Mike Tunney (Ogilvy NY)
Marketing Director: Morgan Lopiore (Ogilvy NY)
Management Supervisor: Michael Maloney (Ogilvy NY)
Account Executive: Mina Chae (Ogilvy NY)
Program Manager: Casie Perry-Watts (IBM)
Program Strategist: Janice Osborne (IBM)
Media placement: Direct Mail - Dimensional - N/A - 22 October 2009

Describe the brief/objective of the direct campaign.
This dimensional mailer was designed to reach IT managers in the United States and serves as a door-opener for a follow-up sales call on the topic of reducing the energy consumption by data compression.

Explain why the creative execution was relevant to the product or service.
DB2 compression technology not only contains the explosion of data in an organization, but it reduces its footprint on the server space. This becomes not only a staff and storage cost savings, but also is good for the environment. Using the wooden nesting dolls and environmentally-friendly packaging communicated the greater percentages of reduction as well as the green message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The nesting dolls represented the physical reduction in size as costs were reduced at a greater and greater rate. Facts placed onto each of the dolls explained the savings in percentages.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The piece was mailed to 3,000 recipients. With a 5% response rate totaling $968K in revenue. Though not possible to measure, it was presumed that the staying power of the nesting dolls would contribute to many IT managers keeping them on their desks and keeping IBM top of mind.