Small, Medium or Large
Award: Wood Pencil
Wood Pencil / Direct / Addressed Direct Mail Low Volume 501-10,000 / 2008
The challenge was to show that IBM caters to businesses of all sizes: small, medium or large. A letter invited IT managers to an event that showcased customised solutions available to their businesses, whatever their size. This specially designed letter was split into three parts, analogous to small, medium and large businesses. Each part could be read as a standalone letter, while all three parts could be read as one continuous letter. The flat mail pack cost $1 per piece. The desired response was 600 registrations against the 900 actually achieved. Representatives came from 421 companies, of which 60 per cent were small and medium-sized businesses. It was clear that Big Blue was no longer just for the big boys.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.