Where do all the unwanted computers and business equipment end up? In Australia, the answer is landfill. Which is creating a massively underestimated environmental and security issue for most businesses, particularly with new laws that could see e-waste barred from landfill and companies held financially liable for improper disposal.We were briefed to make people aware of the e-waste problem and IBM's IT asset disposal solution.

To illustrate how the e-waste problem could easily return to haunt IT and business managers (and to generate demand for IBM's IT asset disposal services), we "returned" unwanted keyboards, bearing a pointed message, to a small group of hot prospects. In this case, the medium was most definitely the message.

The campaign resulted in several large potential business leads, with IBM currently nurturing 16 other significant leads. The associated online landing page recieved 1500+ page views and 1000+ unique visitors over Q4.The keyboards managed to directly reach several contacts and accounts that had previously ignored marketing material from IBM.

In addition, the piece proved to be an excellent conversation opener for the sales team when they followed up with potential customers.