One of the great problems of living in the so-called information age is the sheer volume of information available and having to sift through it all. Few people suffer from information overload as much as IT managers: looking after servers, workstations, drivers and the like, means they have to deal with an enormous amount of new information, much of which becomes outdated and/or irrelevant very quickly. To find the information they and their company need, they often have to waste hours swimming in a sea of out-of-date, irrelevant data.We had to show IBM how we can help them.

A highly targeted DM piece was created reminiscent of a ‘must-open’ parcel from an online retailer such as amazon.com. Within the pack there’s 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, and which draws attention to the fact that IBM can help IT managers take back control.

The piece had the highest response rates IBM had seen in years for this type of campaign. It achieved a 4.6% response rate (via unique url) to a landing page.