To make our target consider a costly VPN, we needed to convince them that the network they thought was fine was, in fact, out-of-date. And that sticking with it could make their company uncompetitive. So we put together a blast from the past: a mailing straight from the 1970s. Claiming to offer the latest in advanced voice technology, the box contained an old Panasonic tape recorder with an analogue cassette inside. When they hit play, a 70s voice-over delivered the sales message. The outtake was clear: your network is past its use-by date.

Virtual Private Networks (VPNs) are the next big thing in corporate communications. The problem is, most companies think their current networks are fine – so they’re resistant to spending big money to switch over. VPNs are also very complex to explain, and many CIOs receive so much DM they’ve become immune. So the agency faced the unenviable task of approaching them yet again, to achievewhat the Optus sales teams had failed to secure for years: a foot in the door.

For a high commitment product in the cluttered B2B market, responses are normally measured in single digit percentages. But this time, of the 100 packs sent, an amazing 30% led to valuable face-to-face appointments. Naturally the sales teams were as delighted as we were:“The campaign was successful… Previously I was unable to make an appointment with [client] they have now agreed to meet with me this Friday.” “An extremely successful campaign from my end… in my view the best promotion I have seen come out of Optus.” “My client called it ‘The best promotion I have seen’… they’re worth $1.6 million.”

Technology changes so fast, a lot of companies don’t realise theirs is out-of-date. Or they don’t want to believe it. That’s why we needed to make it very clear. How better to demonstrate this than to send them another out-of-date piece of technology and have it deliver the upgrade message itself?