The technology was so cutting edge that it had to be demonstrated vividly. Yet, the cost per contact had to be kept very low. IBM sent a box without a bottom to the target audience. It was created in such a manner that its contents fell to the ground the moment someone opened the box.

The brochure was designed like an IBM ThinkPad. Thus, it gave the impression that an IBM ThinkPad had fallen. Details about the HDAPS and other ThinkVantage Technologies was given inside.

In an industry where a 2% response is supposed to be fantastic, this mailer got almost double that response. It also helped the sales force introduce a new concept to the target audience.Anecdotal information: the sales team realised that the target audience had understood the concept of Hard Disk Active Protection System quite clearly. It took that much less time to make the conversions into sales. The database was also widened for the sales force.