Sun Microsystems takes fun approach to IT crowd

by Daniel Farey-Jones, Brand Republic 23-Jan-06, 07:00

LONDON – Sun Microsystems is telling its prospects about the space-saving characteristics of its Sun Fire x64 servers with a playful direct mail-led campaign created by integrated agency DNX.

Packaged as a board game called 'How Surprisingly Spacious', the mailer to 2,500 business data centre managers highlights the fact that Sun Fire x64 servers are 75% smaller than competing models.

It aims to get them to imagine what they would do with the space they would free up by installing the servers. The pack includes a floorplan of a near-empty data centre, which can be filled with a choice of items such as a hot tub, a hammock or a Twister mat, from a sticker sheet.

To bring in more prospects, the campaign includes an online competition offering three football tables and 10 Scalextric sets, with data collection.

The online game offers a wider selection of items, each of which has a Fun Factor and a cost attached to it. Users simply fill their data centre with as much fun as possible for the smallest spend.

Drew Nicholson, co-managing director of DNX, said: "This campaign is all about keeping communications human and not expecting business decision makers to become automatons when they arrive at work."

DNX is working on a special edition of the game to be handed out at a Sun event in March.

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