Hackers are not just harmless computer geeks who like snooping around. They cost businesses hundreds of millions of dollars per year. The brief was to create a direct mail campaign letting people know there’s a solution: 'Hacker-proof' IBM PCs.

This campaign makes customers feel what it’s like to be a hacker faced with IBM. First we sent a teaser postcard designed to look like a standard envelope. Obviously there’s no way to open it.Two days later they get a package literally padlocked shut. Apparently IBM is pretty obsessed with security. The campaign wraps up with a blank 'Hacker Intelligence' book that says it all: Hackers don’t have a clue how to break into IBM systems.

Audited perceptions of IBM as a security leader increased significantly among recipients. Sales of IBM’s security-enhanced PCs also increased over a three-month period.