Optus Business direct mail case study

It's notoriously difficult to persuade chief finance officers to part with the company cash, particularly for costly IT projects such as 'cloud computing' or virtualisation. So Aussie IT company Optus Business thought it would give chief information officers (CIOs) a helping hand in the numbers game.

M&C Saatchi, Sydney mailed CIOs a cunning cheat sheet - in the form of a Big Meeting Mug - with lots of persuasive prompts on the side, such as 'virtualisation - higher return on investment'; 'greener IT' and 'maximise productivity'. The mail pack also included a cute cartoon strip of operating instructions, alongside the Optus Business logo and phone number.

So far the witty B2B campaign has yielded a 4.8% response rate and helped the Optus sales team set up loads of appointments. Just one sale could deliver business worth hundreds of thousands of dollars.