IBM wanted to generate excitement with a mailer inviting Australia's top HR leaders to an exclusive closed-door event revealing findings from the IBM Human Capital Study.
They asked me to explore high value ideas that would have cut-through. My idea was an mp3 player, packaged up with a supporting brochure, and an audio invitation recorded on the player itself, in the style of a 'Mission Impossible' style tape.
This helped to convey the exclusivity of this event, and hammer home the idea that it would be full of top secret information and insights that HR leaders wouldn't find elsewhere.
Not only did the gift create a tremendous buzz, through the welcome receipt of a free mp3 player – but it also achieved a 100% response rate, with every single one of the 100 invitees attending the event on the day.
