80 prospects. 1 dm pack. $4m in sales.


Citrix XenDesktop is an advanced solution for delivering every type of virtual desktop to any PC anywhere. It has the potential to speed the delivery and maintenance of applications, increase IT efficiency and save businesses $100,000s. However, Citrix’s biggest obstacle has been getting appointments with corporate decision makers: time-poor C-Level IT managers with barely enough time to return a phone call.


We had to grab the attention of these busy people and quickly communicate how XenDesktop is a radical advance in technology that makes IT management easier and more efficient. We focused on creating a big impact with a small number of key targets: the top 80 IT decision makers in Australia. We devised a two-part ‘Old’ for ‘New’ campaign that led to recipients arranging meetings with a Citrix sales rep.


Creative Strategy • Key Messaging • Concept Development • Art Direction • Copywriting


80 packs • 37 meetings • 48% response

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