We had to assure the attendance of 200 professionals in the event to launch the new HP server: ProLiant Blade. The launch would not count on any other communication reinforcement. In a single impact, we were required to attract 200 professionals from São Paulo (the most important financial center in Brazil) and 100 professionals from Rio de Janeiro (2nd top capital), thus generating hot leads for the sales area. Audience: IT professionals and CEOs proceeding from 550 companies rated by HP as Enterprise accounts (over 1000 employees). These professionals are influencers or decision-makers about purchases.

The advertising piece format is the key for the whole communication. We created a part in acrylic with the same dimensions (height, width and weight) of a ProLiant Blade server. Never has a so powerful server had such a small and light format. The part (this was evidenced during the event) enhanced the desire of the audience to check the performance of a server with so peculiar dimensions. Also, the entire communication was customized in unusual dimensions, out of the usual directed communication pattern.

1) Effectiveness of results: we assured the attendance in events of the exact number of customers/prospects, who are actual influencers or decision-makers. The results were so positive that an extra event was organized. 2) Creative quality: the product differentials (size and weight) were made tangible in the invitation itself, thus raising the interest and curiosity of the target audience, and increasing the will for attending the event; 3) Sales potential: represented by the number of people (349 executive officers), who evidenced real interest in the product, by attending an event that had the only purpose of presenting the ProLiant Blade line.