Given the reduced size and exclusive characteristics of the known target public, we used direct marketing, with a view to the generation of leads added to the ease of measuring responses.

The 3-D direct mailing shows that only when hp and Microsoft gather together, their forces point to a single direction: the customer. Through the force of magnets, we boosted the companies' synergies towards being always oriented to meet the customers' needs: Compasses, when put side by side, always point towards the customers; when we separate them, they work properly by pointing north.

The action generated very high impact: 503 attendees making possible a high rate of sales lead conversion: 52 leads (9.72%) and ROI of 227.5%.

In addition, it exceeded expectations due to its simple and direct creative strategy - the loose pointer compasses pointing toward the customer that translate the positioning of the companies and by the number of responses received: 1,000 invitations sent, 607 confirmations, of which there were 503 attendees, thus exceeding the goal of 350 executives present by 43.7%.Investment for the action: R$40,000.00 / U$11,429.00.

Average cost per solution: R$175,000.00 / U$50,000.00 (U$ 1.00 = R$3.50).

ROI: 227.5%.