Direct Mail Campaign
Sun Microsystems, a leading provider of enterprise hardware, software and services, was entering a new market with its new Solaris operating system — the x86 PC market. Sun wanted to convince its 2,600 iForce software development partners to take their existing Solaris OS applications developed for Sun’s already successful enterprise SPARC workstation and modify them for the new x86 platform.
Although Sun traditionally relied on trade shows to cultivate its iForce partners, AgencyAxis would bring the trade show to the developers. A direct mail program, bolstered by a sweepstakes, would enable Sun to quickly reach its entire iForce universe while providing immediate awareness for Sun’s new offering. AgencyAxis’ contact strategy called for a single high-impact mailing to Sun’s SPARC developers.