2010 Winners & Shortlists

The Brief

Virtualization is a new technology which allows multiple servers to run from a single server, therefore saving companies’ space as well as costs. Most big companies in Tunisia use VMware – a costly virtualization solution, unaware of the fact that even Microsoft offers this solution and at just 1/6th of the cost. Budgets were little so we were briefed on a simple letter to get this across to IT heads. Getting such an important message across with the simple medium of a letter was going to be tough.

Creative Execution

We used an ordinary and cheap medium – a letter but with a difference to give out our message. The extraordinary format of the message got instant attention, demonstrating clearly the cost and space saving with Microsoft Virtualization.

Describe the creative solution to the brief/objective.

We sent a letter alright, but with a twist. We used just 1/6th of the letter space. Clearly showing how Microsoft Virtualization could offer companies six times more free space in their servers that too at just 1/6th the cost of VMware. Further, the message asked IT people to email Microsoft if they wanted to know more.

Results

The communication was an instant success with IT people who were currently using VMware – the more expensive virtualization solutions. Out of the 500 letters sent, Microsoft received a record 37 email enquiries in just the first week (7.1% response rate). Many even commented on the novelty of the idea asking if the costs were actually 1/6th of what they were spending currently. 12 companies have already signed on for the solution.