This was the final piece in a multi-touch initiative. It demonstrated the advantages of buying smarter and described the benefits of the bundles, while encouraging the recipient to take action by visiting the website or calling IBM.

The butterfly imagery acted as both a metaphor for ever-changing storage needs and the transformation that IBM’s solutions can bring. Not only did the creative tie in seamlessly with the previous campaign touches, the butterfly insert engaged and involved the recipient, leading them to read the information and act.

The campaign was successful in increasing awareness and consideration by enticing customers to visit the programme's microsite. Ultimately, to date, the campaign has generated revenues that exceeded the campaign target by 14.5% and helped identify leads for future revenue growth.