S,M,L

Background

The SMB market remains one of the largest and fastest growing opportunities for IBM in Malaysia. As such, establishing a foothold in small and medium-sized businesses is a key priority. IBM Solutions Day 2006 was to be a high impact conference and exhibition event targeting IT Managers from all industries and all sizes. The challenge was to design an invite that would help to change the perception that IBM solutions cater only to large companies, and attract participation from small and medium-sized businesses. To add to the challenge, IBM charged a registration fee of RM100 (US$28) to ensure that only those who were really interested would register. In spite of these challenges, the client’s target was 600 registrations. If IBM Solutions Day 2006 proved successful in terms of response and lead generation, it would be held as an annual event.

Idea

OgilvyOne Worldwide’s creative solution was intended to bring the key message of ‘Whatever the size of your organization, we have the solutions that fit’ to life. Starting with the envelope teaser, ‘Big. Small. And everything in between’, the pack contained a cover letter, agenda and registration form. The cover letter took the form of a specially-designed letter split into three parts, analogous to small, medium and large companies. All three parts could be read as one continuous letter, and each part could also be read as a standalone letter, showing that every business, regardless of size, is important to IBM. Drawing on the insight that small companies don’t want to be treated as ‘small’, this three-sized letter worked brilliantly – speaking with the different sized businesses and of their different needs, yet without the risk of offending some businesses by labelling them smaller than they might want to be perceived.

Results

The client’s target was 600 registrations upon mail-out. In fact a total of 900 people registered – a 50% above target. 421 companies were represented, of which 60% of attendees were from small and medium-sized companies. The perception that IBM only caters to large companies was dispelled, with valuable sales leads generated. The success of this campaign has convinced the client to hold a similar event in 2007.

Target Audience

The primary target was IT Managers in small to medium companies with an employee size of 100 – 999. Industries covered were financial services, retail & distribution, manufacturing and cross industries. These individuals are motivated by the suitability of IT solutions to deliver maximum business value to their companies. The secondary target was IT & Finance Managers in the public sector.

Size

10,000 packs

Our Thoughts

What a feat of copywriting. To pen a letter that could be cut down to three different lengths would be tough enough, but to do so without once appearing laboured or unconvincing is remarkable. What could have been a simple piece with annoyingly superfluous sheets manages to intrigue through nifty execution.