To drive home the fact that Microsoft's new Server & Tools system could take the load off IT managers and their teams as it liberated them from day-to-day troubleshooting. The task was to get them to register online to find out more.
Anticipating the extra hours of free time IT managers would be enjoying (doing the things they like doing), the mailer presented them with a stick-on rear view mirror for their monitors. Something they could use to be alerted of nosy colleagues looking over their shoulders, who would be curious about their new-found freedom. A simple call to action directed them to a website for more information.
Over 10% of the recipients registered online. On subsequent visits by the Microsoft sales team to offices in the region, the rear-view mirror was spotted on many a monitor.
Finalist | Lions Direct | Cannes Lions 2007
Bronze | Direct & Sales Promotion | Dubai Lynx 2007