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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.

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