Support a targeted ad campaign with an equally targeted direct mail campaign.
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.
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.