Cable&Wireless Worldwide demand generation

Cable&Wireless Worldwide wanted to specifically target and engage with businesses within close proximity of their new data centre within the M25. We created a highly personalised direct mail piece that highlighted each recipient’s exact location in relation to the data centre, showing how close they were to the major savings on offer.

The client

Cable&Wireless Worldwide delivers advanced IT and communications services to enterprise and public sector clients in the UK and globally.

The requirement

Having invested heavily in their co-location estate and launched a new state-of-the-art data centre within the M25. Cable&Wireless Worldwide wanted to specifically target and engage with businesses within close proximity of the new data centre.

The project

We created a highly personalised direct mail piece that highlighted each recipient’s exact location in relation to the data centre, showing how close they were to the major savings on offer. The mailing was sent to the top 250 contacts, with an eDM campaign working in conjunction by targeting a wider base of 700 contacts. These were followed up by an internal C&WW telesales initiative.

The outcome

Integrating with the wider co-location campaign, the direct mail piece generated multiple new leads for the sales team.