IBM: SPIRIT OF INVENTION DM

Credits & Description:

Advertiser: IBM
Agency: OGILVY BEIJING
Category: Dimensional Mailing
Copywriters: Doug Schiff (Ogilvy Beijing)
Account Team: Barry Zhang (Ogilvy Beijing)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Art Directors: Jesse Zhao (Ogilvy Beijing)
3D Design: Lin Wancui (Ogilvy Beijing)
Copywriters: Wei Wei (Ogilvy Beijing)
Art Directors: Teonghoe Teng (Ogilvy Beijing)
Creative Director: Teonghoeteng (Ogilvy Beijing)
Agency Producers: Tracy Wu (Redworks)
Art Directors: Wang Fei (Ogilvy Beijing)
Agency Producers: Ding Jinfeng (Redworks)
3D Design: Hai Xuerong (Ogilvy Beijing)
Account Team: Major Lin (Ogilvy Beijing)
Head Of Art: Wang Fei (Ogilvy Beijing)
Copywriters: Zhang Bozhan (Ogilvy Beijing)
Account Team: Ann Liu (Ogilvy Beijing)
3D Design: Yu Guo (Ogilvy Beijing)

Execution
Executives within the shoes and clothing industry received a shoe which converted into a sandal. Restaurant industry executives were sent a multi-purpose spoon. And manufacturing executives received a consumer-friendly solution to the challenge of opening plastic bottles. So each DM sent was extremely relevant to each sector as well as starting a conversation about innovation within that industry.

Outcome
Of the 50 DM packages sent, 34—or 68%—responses came back. While a low-volume DM, this had the highest response rate of any IBM DM in Asia, ever.

Implementation
IBM targeted certain industries in which they have the most expertise. Then a new never-before-seen product was actually designed and created that reflected new thinking within that sector. The product made via 3D printing was sent to executives, in order to inspire them with the spirit of invention, and also produce conversations and sales leads.

Client Brief Or Objective
IBM offers a variety of IT solutions which help and support companies wanting to grow in a variety of sectors. The challenge is that most C-level executives are afraid of taking on any risk, or pushing any true innovation. So IBM wanted to break some clients out of their inventive slumber with a DM piece, as only IBM tools and IT solutions can fully support and help executive the most inventive industry ideas.