"Add a splash of colour to your IBM eServer pSeries". This was the idea behind the mailing. Mailing = one box containing: one 8-page brochure, one paintbrush, three tubes of paint, one book of blank pages to be filled, one letter. The "blank" book represents the server. The "paintbrush" is the IT manager working with the AIX operating system. The tubes of paint (blue, yellow, and magenta) are the applications.The message: thanks to AIX 5L Version 5.2, an IT manager can get even more performance, variety, functionality (colour) out of his powerful IBM eServer pSeries.

Outstanding results. What did we expect? Not as much as we got. Six months after the mailings were sent out, the following local countries were proud to report these results. A total of 3,900 direct marketing pieces had been sent out in Italy and Germany. Initial expectations put the number of leads at around 40. The actual number of leads reported for the two countries totalled 70 (this was way more than had been expected). In terms of actual revenue gained, there was an over achievement of a massive 400%. That’s some over achievement.