IBM China uses a witty B2B mailer to show IT directors that cutting corners on their systems could come back to bite them.
It's tempting for businesses to cut a few corners when money is tight, but squeezing IT infrastructure budgets and computer spend can be a false economy. IBM needed to highlight this fact to IT directors and managers who were 'economising' by not buying IBM products and services.
To persuade IT directors who were customers of rival computer companies of the merits of thinking long-term in a recession - and to persuade them to invest in high-quality IT solutions by buying IBM.
Ogilvy Beijing created the 'Bites You Back' direct mail campaign, an eye-catching black box which opens to reveal a sharp set of crocodile teeth. The enclosed sales letter develops the theme and nudges the B2B audience towards a deal.
The snappy little pack achieved a 6% response rate, which was more than double the norm when mailing even loyal IBM customers. Feedback from the recipients also revealed that the idea reinforced IBM's position as brand leader in the IT infrastructure market.
This simple, well-crafted piece and the clear business case prove that you can communicate a good idea in a matter of seconds and persuade even a business audience to change their thinking.