StorageTek Mercedes Mailing
Challenge
To promote and launch StorageTek’s new SL500 server.
Execution
With a small mailing list targeting VP-level IT decision makers, the idea was to mail a Mercedes SL500 remote control car without the remote control. Along with the car there was a letter explaining that if the VP took a meeting with a sales rep they would bring the remote control for the car. The brochure containing product information was designed to mimic a car manual. It received a 45% response rate.