Position IBM as a company with local strength and global assets. Demonstrate that IBM has the capability to implement innovation and drive business growth. Reinforce IBM brand image among Small-End Medium Businesses companies, increasing awareness that IBM is interested in doing business with them, and not only with big corporations.Create a favourable business environment.

With the message "What makes you special?" a box was sent out to selected C-level employees at small and medium-sized companies. The box was provided with heat sensitive printing, revealing a unique web address when the receiver placed his own hand on the box. Each web page was a portal containing easy access to pre-selected IBM intellectual capital from all over the world. Everything a Small-End Medium Businesses company needs to start distinguishing itself from its competitors.

The direct mail had an amazing response rate of 82%. The box was delivered to 90 persons at 50 companies, and 74 persons visited their unique site at least once.