To get past gatekeepers we devised a Direct Mail piece that was innovative, memorable, and had perceived value: a custom box shaped and printed to look like a System X server. When opened, an embedded video player shaped like a Motorola phone automatically played a video communicating the benefit of the offer. It drove them to a landing page where they could book a meeting. To incentivise them to contact Lenovo, and reinforce the Motorola message, they would receive a free Motorola Moto X smartphone at the meeting. Recipients who didn’t book a meeting on the landing page were followed up with a call to gauge their interest.