Shhh…No One Will Know

Background

As organisations grow, so too must their IT infrastructure. However, most organisations try to make do with their existing base by simply adding an application or functionality. This puts added pressure on IT managers, who then spend most of their time trouble-shooting instead of innovating or adding value to their IT infrastructure. The task of this mailing to IT Decision Makers of medium to large sized companies was to tell them about a new server and tools system from Microsoft, without revealing too much about it, and to encourage them to register online to find out more.

Idea

IT managers spend most of their time running between people’s desks and the server room managing the system and making it run smoothly. Microsoft wanted to tell them that installing this system would mean that their workload would lessen and they would have more time on their hands. To help them make sure that no one would notice this newfound state of freedom, a stick-on computer rearview mirror was sent, so that they could quietly be warned of people approaching their desk and take appropriate action. The box the mirror was contained in directed the recipient to the website to find out more.

Results

Out of the 1,000 mailers sent more than 10% registered on the website. Additionally, on subsequent sales visits the rearview mirror was spotted on quite a few monitors.

Target Audience

IT Decision Makers of medium to large sized companies

Size

1,000 mailers

Our Thoughts

When dramatising the problem/solution it is usually harder, but more impactful, to bring the latter to life. Here they dramatise the nice thought that Microsoft software gives you so much free time you'll need to keep an eye out for the boss in case she/he finds you slacking. SH