Half Shredded Letter
SBC
Issue 3 | July 2008
Agency
Rodgers Townsend
Creative Team
Michelle Vesth - Art Director;Erik Mathre - Copywriter;Erik Mathre - Creative Director;Tom Hudder - Executive Creative Director
Production Team
Debbie Steppig - Production Coordinator; Susan Session - Production Artist
Other Credits
Marc Enger - Account Executive
Date
December 2005 – September 2006
Background
SBS wanted to inform its business customers of their ability to consult and provide networking solutions. They had built a website with white papers as a first step. The next was to engage customers to use the site as a way to stay updated on the ever-changing needs of security. Smaller sized companies who are unaware of the challenges of security take a ‘buy it and forget about it’ approach. They buy a security patch, put a firewall on the server, and believe the problem’s solved. SBS needed to give these companies a wakeup call. Securing the network from worms, viruses and other threats requires constant vigilance.
Idea
Most companies make a half-hearted attempt at security. Once that insight had been identified, the solution came quick. Rodgers Townsend’s portable shredder provided a familiar and tangible means of demonstrating that half-hearted attempts at security provide no security at all. More importantly, its usefulness as a portable shredder provided a constant reminder in the office of the potential threat, and of where to go for the solution.
Results
71% of all recipients visited the website. Three white papers were delivered, on average, at each visit. This was triple the average of previous visits. One customer asked for additional shredders as reminders for their employees.
Target Audience
IT managers at mid-sized companies
Size
1,200 shredders were delivered over the course of a nine-month campaign
Our Thoughts
Sending something useful and reusable to business prospects is a great way to ensure a presence in the office, but if it isn’t relatable to the product or brand the connection is lost. This piece not only manages to be a practical tool for those who receive it, but also conveys the message and benefit of the security the company provides.