Triad Business Marketing

Direct Mail Campaign for
Kewaunee TekRak

Kewaunee Scientific, manufacturer of technical furnishings, needed to communicate that their network rack product, the TekRak™, was heavy-duty enough to withstand even an earthquake – a real threat in the state of California.

This issue was especially pertinent to hospital and critical governmental departments in the state, which had to come into compliance with an ordinance that required that their IT systems be made disaster proof. The heavy-duty design and construction of Kewaunee’s TekRak product could help these organizations meet this requirement by adequately supporting servers and other communications equipment even during significant earthquakes.

This campaign, consisting of a series of three direct mail pieces, took a tongue-in-cheek approach to suggesting what might happen if a natural disaster would occur, say, if a Godzilla-like creature were to attack. TekRak – and Kewaunee – to the rescue. Extending the retro-campy look and feel is a microsite, where recipients are directed to get step-by-step instructions on how to survive a disaster, compliments of Kewaunee and TekRak.

While there’s nothing funny about a natural disaster, humor, used correctly, can engage the audience more effectively than a straightforward approach.