IBM China direct mail case study

It’s tempting for businesses to cut a few corners when money is tight but IT infrastructure is not the place to do so. IBM’s ‘Bites You Back’ direct mail campaign conveys this message in the shape of a black box which opens to reveal a menacing set of crocodile teeth.

Ogilvy Beijing created this B2B mailer, which was targeted at IT directors who were using competitor products and services. It’s such a brilliant concept that even with no knowledge of Chinese you immediately get the idea behind it. It’s effective too, achieving a 6% response – not bad at all for an acquisition piece.