Direct Mail Campaign
Alienware is a manufacturer of premium-quality laptop and desktop PCs specifically designed to meet the high-performance demands of video gaming.
Client's goal: Design, printing and distribution of direct mail catalogs to extend brand awareness and sales beyond hardcore gamers to business and student markets.
Awareness: Catalogs were targeted for seasonal distribution during such occasions as back-to-school and holidays, when PCs are most likely to be purchased. Product offerings were expanded to appeal to the targeted wider market while retaining Alienware's high-end brand identity. Catalog graphics incorporated product photos into clean, high-tech designs and page layouts to establish the brand's emphasis on advanced technologies and stylish industrial design.
Affinity: The catalog series served as an introduction to the Alienware brand experience by providing the brand history story, an overview of the cutting-edge technologies the products feature and testimonials from editors of the leading PC and gaming publications. The overall impression was that of being invited to join a community of knowledgeable PC owners able to accomplish more because of Alienware's superior technology and features.
Action: Catalog copy emphasized the value that Alienware's selling points added to the product - and by extension, the user experience. Easy ordering online and toll-free by phone gave consumers convenient purchasing options.
Analytics: Offer codes for each product identified catalog-generated orders to measure the effectiveness of the catalog campaign. An uptick in sales was recorded with the release of each catalog. Alienware was purchased by Dell soon after to improve Alienware's supply chain and boost Dell's standing among PC gaming enthusiasts. It is now a wholly owned subsidiary of Dell.
