Blog
CLIENT
The Challenge
How do you stand out in a saturated market of IT infrastructure solutions? And more importantly, how do you get busy Italian IT decision-makers to take notice?
Arrow Italia and NetApp wanted to make a bold move. The goal? Generate high-quality leads and support the sales pipeline, fast. But we needed a hook. Something tactile, memorable, and distinctly Italian that wouldn’t just get opened, but actually spark action.
The Solution
Coffee. Of course.
We took inspiration from the Italian way of life and brought it into the B2B marketing world with a campaign that literally delivered a shot of energy to our prospects.
Enter the NetApp Moka Box: a beautifully branded direct mail pack delivered to 50 handpicked IT decision-makers. Inside? A bespoke NetApp moka coffee maker, NetApp-branded coffee grounds, and a creatively designed leaflet inviting recipients to “fuel their data” (the way they fuel their mornings) with something bold, reliable, and high performance.
The leaflet included a QR code linking to a microsite featuring:
- A short, coffee-themed explainer video
- A lead-gen form
- Sharp messaging on NetApp’s data storage capabilities
To turn interest into pipeline, the campaign was supported by a telemarketing team who followed up with recipients shortly after the package landed. Combined with the tactile power of coffee and clever creative execution, the results percolated fast.
The Results
Like a good espresso, this campaign hit hard and fast.
- 15 MQLs in just one month, smashing Arrow’s typical monthly average of 5
- 31 qualified leads from just 50 contacts generating a 62% response rate
- 2 SQLs and a first meeting booked within weeks
- An estimated €1.55M+ pipeline based on average deal size
- And a projected ROI of 1:24, with long-term potential from leads not yet ready to convert
Beyond the numbers, the campaign generated serious buzz and proved that creative, locally resonant marketing can turn even the most technical B2B offerings into something irresistible.
