The idea was to pick out the simplest chore in daily life. Making a cup of coffee was unarguably one of the simplest, and also best described the attributes of the new server. So, we sent out a box whose cover invited IT managers to 'Discover the perfect blend of ease and efficiency'. Inside was a branded Windows Server 2003 cup and a pouch of coffee, demonstrating how easy it actually was to 'Manage, Deploy and Use' this new technology.A personalised letter and a booklet further enlightened the IT Managers about the upgrade and how the process was actually as simple as making a cup of coffee.

The mailer was sent to the big business (enterprise) segment and worked very effectively in dispelling the concerns IT Managers had regarding a switch. The mailer achieved a response rate of 28.57%, which proved to be a significant achievement for this high-value segment.Following this success, Microsoft decided to communicate the same message to the small to medium business segment. Considering the Coffee mailer was too extensive, we creatively adapted it to a 'Tea Mailer' which again achieved great response rates, therefore helping more people in a making a smooth switch to new technology.