The "ToughMeetSmart" campaign focused attention on the ruggedness and high-performance of Intel® Core™2 Duo ToughBooks. We used the fear of "spilled coffee" imagery as a way to grab attention in this direct mailer sent to IT Directors. The pre-loaded Starbucks card inside the mailer confirmed that Toughbook had nothing to fear from coffee. Personal follow up calls were made with 24 hours after the mailers were sent: more than 30% of the targeted callers agreed to discuss the product.

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