CPM/IBM FlexStorage was created by CPM using IBM TotalStorage technology. It’s a data storage solution for mid-sized and large companies. This solution uses only the storage capacity needed by the company, avoiding unnecessary expenditures on hardware and software. The target audience was composed of CIOs and IT Directors of 100 companies that didn’t have a structured and on-going relationship with CPM. The campaign objective was to generate 30% of visits for the CPM sales team, and to explain the distinguishing features of the CPM/IBM solution.

Since the CPM/IBM FlexStorage solution is considered a commodity, the campaign had to be very compelling to arouse interest. The unique solution: since freezing is the most widely known storage and preservation process, we sent a real ice block containing the direct sales leaflet, requiring that the executive let the ice thaw before he could read the leaflet. The concept: "If this is the only way you know to preserve your company’s data, learn about our solution." We used gel to simulate the ice block for Cannes, but the campaign picture shows the real ice block sent.

CPM and IBM considered the results exceptional. The total campaign investment was US $26,000.00 for 100 impacts. The cost per impact was US $260.00. The return on leads was 45%, or 50% over the expected return. Total campaign returns were US $167,000.00, generating a ROI of US $5.42 for each dollar invested, or 542%. The client was also highly satisfied with the impact created by the campaign on brand image. Following the campaign, the company was viewed as innovative, aggressive and creative.