By placing posters within the offices of targeted business partners, IBM was not only able to make their message clear, but it was made the topic of much office chatter. And while the posters clearly communicated the needed message, they also supported IBM’s umbrella brand promise of being the innovator’s innovator.

The posters were placed in 11 business partners’ offices in seven cities including Shanghai, Guangzhou, Beijing and Shenyang. This small-budgeted effort saw returns in both increased business and improved relationships with these important customers.