USB SHREDDER by Ogilvy & Mather Amsterdam for IBM

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USB SHREDDER

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Henk Nieuwenhuis
Released July 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM
Product/Service: MANAGED INFRASTRUCTURE SERVICES
Agency: OGILVY AMSTERDAM
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: OGILVY AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.awardsubmission.nl/IBM_USB-Shredder/
Creative Director: Henk Nieuwenhuis (Ogilvy Amsterdam)
Senior Art Director: Peter Tromp (Ogilvy Amsterdam)
Account Manager: Ruben Juninck (Ogilvy Amsterdam)
Demand programs Specialist: Roy Berkenhamer (IBM)
Demand programs Specialist: Undine Pfeiffer (IBM)
Marketing Manager ITS Benelux: Petra Veldkamp (IBM)
Media placement: Direct Mail - Database - 01-07-2009

Describe the brief/objective of the direct campaign.
IBM wanted to let Chief Information Officer's know they can make their life easier with IBM Managed Infrastructure Services. This is a kind of outsourcing service for common IT-tasks the CIO is responsible for, like infrastructure management, operations, compliance and regulations. These issues aren’t of major importance to them but take a lot of their valuable time and resources. So the message was: get rid of these daily tasks and let IBM help you to concentrate on your core priorities: support business, boost efficiency and control costs.

Explain why the creative execution was relevant to the product or service.
By sending this high impact mail pack we made sure we made it past the personal assistant of the senior IT decision makers and get on the table of our target audience. Because the people we were addressing like gadgets that are IT-related this USB shredder would certainly catch their attention. By adding the ‘Things to do today’ sheets with annoying tasks, we directly got the message across in a sympathetic and compelling way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get this message across in an impactful way, we sent them a real mini shredder that works with a USB-cable connected to your laptop. It came with a couple of well-known ‘Things to do today’ sheets crammed with tasks. We invited them to try the feeling of using IBM Managed Infrastructure Solutions by shredding these papers… and experience instant relief!

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 sales follow up is still running. At this moment over 10% of the recipients made an appointment with IBM sales manager to talk about Managed Infrastructure Solutions.