IBM DM A VERY DANGEROUS GAME by OgilvyOne Copenhagen



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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Denmark
Agency OgilvyOne Copenhagen
Copywriter Laila Lundgaard
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM
Product/Service: IT
Date of First Appearance: Apr 20 2010
Entrant Company: OGILVYONE WORLDWIDE, Copenhagen, DENMARK
Creative Director / Art Director: Ole Rydal (OgilvyOne)
Copywriter: Laila Lundgaard (OgilvyOne)
Key Account Manager: Dan Forsberg (OgilvyOne)
Chief Executive Officer: Michael Albek (SecureDevice A/S)
Media placement: 3-Dimensional Direct Mailing - Postal - Apri + May 2010

Describe the brief/objective of the direct campaign.
TARGET GROUP: IT Managers + CEO and CFO (a complex and varied group of people). 210 in total. Some where already clients of SecureDevice - but not all!

Because of the complex target group we needed to make a campaign that was both easy to understand and inspirational among a wide audience - demonstrating a clear need to act/buy! The aim was to create both a door-opener and a sales tool in one DM - supported by a fun factor to spruce up the day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
SOLUTION: We made 15 playable cards featuring individual IT threats in a cartoon-like design. The cards were sent out in a box decorated with a stylish pattern of skulls alongside a brochure. The aim was to make the target group aware of their security problems and educate them by putting a face to the threats they needed to face - immediately byt buying a security solution from SecureDevice.

DESIRED OUTCOME: Booking of 15 sales meetings and a confidential sales target

Explain why the creative execution was relevant to the product or service.
The overall challenge was: "How do you get customers to invest in a defence system against an enemy they don’t understand or know exists?". Many IT managers and CIOs feel a false sense of security hiding behind a firewall and antivirus program. So to educate our clients about the real but hidden (and boring) threats against their IT system, we put a face to each threat in a clear and fun way. Please note that the cards are inspired by an actual game that is well known to the target group (but usually features cars in stead of IT threats).

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.
92 % remembered the DM when telemarketing followed up

20 % wanted a meeting right away

45 % where interested in general

ROI 46 (the investment was returned 46 TIMES)

26% of earnings came from add-on products, which were sold through the simple explanations and visualization on the cards

The cards functioned as both a memorable door opener and an engaging sales tool

A very Dangerous Game educated IT managers and CIOs in the seriousness of real IT threats – in a clear and fun way - and they all found it very engaging