2015 Winners & Shortlists

MICROSOFT LYNC DIRECT MAILER

BrandMICROSOFT
Product/ServiceLYNC
EntrantWONDEREIGHT Dubai, UNITED ARAB EMIRATES
CategoryMailings
Entrant Company WONDEREIGHT Dubai, UNITED ARAB EMIRATES
Advertising Agency WONDEREIGHT Dubai, UNITED ARAB EMIRATES

The Brief

We were asked to create a direct mailer to invite decision makers of +500 employees companies in the Middle East and North Africa to learn about Microsoft's newest collaboration tool “Lync” and intrigue their attention to guarantee their presence at the launch. Lync is an indispensable communication platform and product for today’s business people who are on a constant move around the world. The direct mailer had to include the Lync box with all its accessories, a Bluetooth earpiece and a brochure highlighting Lync’s connectivity features, and had to be shipped in good condition to several countries.

Creative Execution

The boxes read “Reach”, with two super magnets hanging in mid air, connecting without touching, embodying the underlying power of connectivity that Lync offers: Connecting/Reaching people through a device linked wirelessly to a conferencing App. Reaching out for the material inside the box, naturally disconnected the magnets which is a first interaction with the invisible power. The users would then playfully put them back together and display it on their desks.

Describe the creative solution to the brief/objective.

Reaching out to these VIP decision makers and convincing them to spare some precious time to visit Microsoft’s premises to discover and experience Lync, required that we come up with a very creative and enticing invitation. Another challenge was to fit the Lync box and all the material in a compact way and delicately ship them, a constraint that would normally limit the possibilities of designing something sophisticated. Also the package had to communicate by itself some of Lync’s qualities like efficiency, invisible power and mobility, and to work as a nice display once opened, thus promoting the Microsoft logo.

Results

The launch attendance reached 98%, many invitees used their boxes as decorative desk items and as a result, Microsoft commissioned us for two additional runs for the Lync boxes.

Credits

Name Company Role
Walid Nasrala Wondereight Creative Director/Product Design
Karim Abourizk Wondereight Art Director
Nisreen Sarkis Wondereight Senior Designer/Copywriter