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An interactive DM that puts the Surface Pro 3 tablet front of mind for schools

Client
Microsoft
Project Type
Surface Pro 3 Direct Mail

The Challenge

Microsoft wanted to promote the impressive Microsoft Surface Pro 3 tablet to schools across Australia. In a market place dominated by more established brands, Microsoft wanted a direct mail piece to drive product awareness, sales leads and event attendance.

The Strategy

To communicate that the innovative Microsoft Surface Pro 3 is as powerful as a laptop, the DM piece had to deliver the Microsoft Surface Pro 3 experience without the cost of sending an actual unit.

The Solution

We created a high impact video brochure that looked exactly like a Microsoft Surface Pro 3. When opened, a video played automatically on the ‘screen’ with the user able to choose between three videos and alter volume settings. The pack was delivered in a sleek silver foil envelope and enclosed with a letter. A call to action invited recipients to register for an event or contact a sales rep.

The Results

Registrations to the events were to capacity within 4 days. Sales leads were the highest ever achieved for a direct mail to the education segment. The video brochure went viral across 16 technology and business publications globally. YouTube videos appeared of the video brochure with over 25,000 views in 2 days. See for yourself, google for ‘Cardboard Surface Pro 3’ and enjoy the results.

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