Opening the door with curiosity
IBM set out to engage influential, decision-making prospects with a direct mail program designed to break through the noise and spark genuine curiosity. The challenge was to communicate complex, business-critical benefits like scalability, availability, and security in a way that felt personal, memorable, and human. Rather than relying on traditional messaging, the campaign needed to invite interaction and reward continued engagement while reinforcing the idea that IBM has its customers’ backs.
All three touch points were a nod to the world’s favorite space saga, immediately catching the attention of recipients and giving them huge incentive to continue engaging
A three-part journey
Brand Revolution responded with a cleverly orchestrated, three-touchpoint direct mail experience that unfolded over time. Each delivery built anticipation and encouraged deeper interaction, connecting IBM’s technology strengths to moments of personal enjoyment, shared experiences, and lasting value. By pairing thoughtful storytelling with a highly collectible physical reward, the program created a sense of surprise and delight that stayed with recipients long after the final piece was received, turning a simple door opener into a meaningful brand moment.
