IBM direct mail case study

This 2008 OgilvyOne campaign for IBM uses intrigue to attract information-overloaded IT managers.

A highly targeted direct mail piece is created to look like a ‘must-open’ parcel from an online retailer such as amazon.com. Inside the package there is a booklet that looks like it should be useful but is in fact filled with amusing examples of useless info.

Useless, that is, apart from the IBM section (entitled ‘Want to get straight to the useful information?’), which is handily bookmarked with a post-it note.

The aim of this unusual approach is to demonstrate that IBM can help IT managers take back control.