The creative concept:We choose to communicate product's benefits in an easy and friendly way, keeping the 'spirit' of the Play to Win communications:using a toy game to help us represent the benefits with immediacy.Contact strategy:The strategy has its main focus on the Web. The role of the Web is to give complete and exhaustive information on the IBM eServer consolidation offering.

Phase 1 – DM pieceHigh impact teaser mailing with gift (wood blocks).• leaflet with a strong drive to web message• gift: a toys game 'Wood blocks'Phase 2 – teaser emailEmailing with a direct URL to websitePhase 3 – the websiteIn the site the prospects can find all the relevant information on server consolidation. To strengthen the message the site uses the same creative idea of the gift.

The client was very satisfied with the results of this campaign:• in terms of leads: 23 validated leads (value 3.610 K$)• in terms of won: 9 won leads (value 2.019 K$)