Microsoft DM THROW THIS AWAY by Wunderman Melbourne

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THROW THIS AWAY

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Australia
Agency Wunderman Melbourne
Executive Creative Director Matt Batten
Art Director Matt Batten
Copywriter Jason Stubbs
Designer Aaron Sutter
Producer Paul Hayes
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: MICROSOFT
Product/Service: SOFTWARE
Agency: WUNDERMAN
Date of First Appearance: May 15 2010
Entrant Company: WUNDERMAN, Sydney, AUSTRALIA
Executive Creative Director: Matt Batten (Wunderman)
Head of Copy: Jason Stubbs (Wunderman)
Art Director: Matt Batten (Wunderman)
Copywriter: Jason Stubbs (Wunderman)
Designer: Aaron Sutter (Wunderman)
Account Director: Belinda Leworthy (Wunderman)
Account Manager: Kate Nicoli (Wunderman)
Producer: Paul Hayes (Wunderman)
Planner / Data Strategist: Melissa Eychenne (Wunderman)
Channel Development Manager: Clayton Moulynox (Microsoft)
Media placement: Direct Mail - Mail - 15 May 2010

Describe the brief/objective of the direct campaign.
Microsoft products and services are sold through authorized third-party resellers. Those who perform the best are called Top VARs (Value-Added Resellers) and are provided extra support. Each Top VAR has access to an online ‘Customer Insights Tool’ (CIT) that helps them identify lucrative cross-sell and up-sell opportunities.

However, only 1.8% of Resellers downloaded the tool in January 2010 and therefore the vast majority were missing out on many potential lucrative sales for themselves and Microsoft.

Using flat mail, we had to inform this audience of their potential loss and remind them of their login details.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was simple. Resellers are sales-based businesses, and therefore they speak one common language -- money.

Despite Australia Post’s recommendations against sending currency in the mail, we did it anyway and created an Australian Direct Mail first.

We posted real money to the Resellers and dared them to throw it away -- because that’s what they’re doing unless they start using their Customer Insights Tool.

The call to action urged them to use their new login details to start using the Customer Insights Tool today.

Explain why the creative execution was relevant to the product or service.
Who doesn't want MORE money?

To get their attention and encourage them to start using the online CIT, Microsoft needed to show them they weren't generating the best targeted leads and were missing out on a chance to make even more money. Even though it was only a measly $5 pinned to the letter, we bet no-one threw it out, thus proving our point.

The letter was personalised for each recipient using data of their current sales performance to highlight exactly how much money they were potentially missing out on.

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.
In the month this mail pack was sent, the number of Resellers downloading and using their Customer Insights Tool increased 723% compared to January. And the month following this pack still saw an increase of 515% over January's figures.