The famous Flexter campaign engaged those old and young at heart across multiple touch points. IBM Pureflex systems came to life through the creation of three ‘Flexter’ characters representing the product benefits. A direct mail piece including a block of plasticine and stickers to sculpt your own Flexter character and enter a ‘modeling competition’ by posting photos to Facebook encouraged interaction and delighted users, while also inviting them to a product demonstration. A variety of collateral was produced consistent with the Flexter imagery and message including case studies, email and brochures.
The results speak for themselves, with the campaign winning the prestigious IBM Choice Award for Marketing Excellence Asia Pacific in 2014 – the first Australian company to steal the title.
‘The most creative campaign for an IT company I’ve ever seen’. – Name withheld (Computer Merchants prospect)
Social Media, Direct Mail, Outbound Telemarketing, Event, Email, Collateral