We were asked to come up with a creative direct mailer to invite VIP Business decision makers in the region to visit Microsoft’s CIE room and discover in-depth and hands on Microsoft Lync and Office 365. The direct mailer also included a Bluetooth earpiece as a gift and a brochure highlighting Lync’s connectivity features. Microsoft usually reaches out to IT people to promote these platforms, but this time they wanted a more personal experience that taps into the business decision maker’s most vital need: being efficiently connected anywhere, anytime. We used the verb “Reach” on the box’s lid as a first intriguing impression. We then had the ingenious idea of embodying Lync’s connectivity through the use of 2 magnets drawing each others and hanging in mid air, connecting without physically touching. This represents the underlying power of Lync: attracting people anywhere and granting them this invisible tool for communication. The magnets have to be manually disconnected to access the bluetooth device and the brochure. We also made sure to design the box in a way that could be displayed inside the office as per the client’s request.