Microsoft

Relationship Marketing Campaign

Microsoft has changed the way we live and work. Still, there are those who’ve strayed from the famed software maker. It is this group that Microsoft’s reclamation team misses most, and the group GLG was able to bring back.

To help reach people who had disengaged from the Microsoft communications program, GLG developed a direct mail campaign inspired by a golf-themed offer. Mimicking a sand trap, GLG constructed the cover of the piece out of sandpaper, a decision that elicited instant curiosity among recipients and created so much buzz that the reclamation team could barely keep up with reengagement. For Microsoft, it’s a second chance to show what the company can do from the short grass.