In the past, IBM has been generally perceived as either a hardware or software supplier. On the contrary IBM is one of the most 360° partner for companies in end-to-end business solutions that can really bring innovation in every business.IBM is now working in a strict collaboration with Confindustria (Confederation of Italian Industry) on the awareness of its potentially innovative partnerships with clients. For this high level target audience, they wanted an easy tool to convey and emphasize the message; the client wanted a “blasé” and pampered target.

The gardening kit that delivers the message of “Let’s grow innovation together”.The gardening tools represent the six pillars for business innovation: Energy is represented by the fertilizer.Business Model by bush shear.Enabling Factors by the hoe.Investments by the seeds.Governance by the gloves.Marketing by the flower-name boards.A mini brochure explains the IBM philosophy in business innovation.

This very grounded approach was more effective usual.The mailing generated €1,300,00 validated leads revenue and €130,000 win revenue.