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The problem:
Support a targeted ad campaign with an equally targeted direct mail campaign.

The situation:
Hard drive manufacturing had just reached its current state, where progress occurred incrementally and manufacturers take turns leapfrogging each other into the performance lead.

Seagate was known as a premium brand: expensive, but always at the top of the performance scale. To maintain this image, an integrated campaign consisting of direct mail and advertising was created to stimulate interest in the Cheetah® product before it entered the distribution channel.

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The solution:
With ads created by Natalie Kitamura Design and Wardog Creative running in VAR-focused publications, the team created a targeted postcard campaign with teasers prior to Cheetah’s launch and a launch postcard.