The objectives were to bring some of IBM's better clients out of their stupor, and begin a conversation about how IBM can be a great partner for them to realize their most inventive ideas. And that IBM's advanced and flexible IT solutions can be adapted to support new ways of doing business. The challenge was to start with conversation with a piece of communication that was worthy of the topic, something that could back up what was being offered with something inventive.

IBM targeted certain industries in which they have the most expertise. Then a new never-before-seen product was actually designed and created to reflect new thinking within that sector. The product made via 3D printing was sent to executives, in order to inspire them with the spirit of invention, and also produce conversations and sales leads. Executives within the shoes and clothing industry received a shoe which converted into a sandal. Food and beverage industry executives were sent a multi-purpose spoon. And manufacturing executives received a consumer-friendly solution to the challenge of opening cheap plastic bottles.

Of the 50 DM packages sent, 34—or 68%—responses came back. While a low-volume DM, this had the highest response rate of any IBM DM in Asia, ever.