Cheese and crackers aren’t typically used to promote IT storage solutions – which was exactly the point. Gen-i required an ‘out-of the-box’ idea to help re-engage a low contact client list, and break through the usual techy media. The solution came in the form of a lunch box, based on the pun of how hard it is to keep IT infrastructure fresh. Disguised as cheese and crackers with some ‘tasty’ product information inside, the box was delivered via courier to the target audience. The campaign also helped bridge the gap between sales and marketing, with sales engaged in the novelty and ready to drive follow up, which was supported by a call and email campaign.
Direct Mail, Outbound Telemarketing, Email