Microsoft 'Throw This Away' direct mail campaign

Microsoft's direct mail campaign successfully captured the attention of its sales force by posting them a $5 note - and then daring them to throw it away. The software giant needed to persuade its third party resellers to download and use its Customer Insights Tool, which would help them - and Microsoft - sell more products and services.

So Wunderman Sydney came up with a memorable illustration of what the resellers were doing by failing to download Microsoft's sales tool. If they didn't use the tool, they were effectively throwing away money - but who in their right mind does that?

The results were immediate and impressive, with a 723% increase in downloads of the tool. To find out more about what made this effective - and see the mailer for yourself - download the PDF below.