Microsoft Windows direct mail case study

When you think of Microsoft Windows software, chances are the Berlin Wall isn’t the first thing to enter your mind. But it's the analogy Microsoft used to show how its latest software packages could help break down the walls in their customers’ lives in a piece of B2B direct mail.

To hammer home this message, its agency Y&R Auckland came up with a mailer that contained the tool in question, along with a concrete letter.

As if this wasn’t enough to spur its audience of computer store sales people into action, the letter inside offered them the chance to win a trip to Berlin – a nice touch designed to further aid response rates.