Lenovo: X86 Server DM Campaign

Direct Mail piece created for Lenovo to promote the X86 Server range for small to medium sized businesses. Lenovo recently made two substantial acquisitions through the purchase of Motorola and the IBM X86 server business, allowing the company to provide a full 360 hardware solution to the SMB market. To promote these acquisitions, Lenovo wanted to run a direct marketing campaign that highlighted the features of their new X86 servers and provide some kind of incentive for businesses to agree to meet with a Lenovo representative. The solution was a pack designed to look like the new X86 server on the outside but opened to reveal an auto-play video message inside a Motorola phone. The video highlighted the key features of the X86 servers and the purchase of Motorola but provided an incentive of receiving the latest Motorola phone, as illustrated on the box, if they agreed to meet with Lenovo. The result was a highly engaging and impactful piece of communication that captures the viewers attention straight away. Due to the success of the piece, the campaign was extended to run internationally throughout the Asia-Pacific region.

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