Vitamins, vaccinations, check-ups – as the heart of an IT system, a server needs to be kept in perfect condition. This image was taken 'dead serious' – in a creative sense, through the execution of a three-phased mailing. As it turns out, eServers from IBM are sound as a bell, in contrast to many competitor’s models, a fact to which the enclosed documents attested.

IBM was able to generate 8.5% qualified leads – a great result considering these were long-term clients from HP. The campaign won Gold at the German Dialog Marketing Award Show.