The campaign, which will target 1,400 professionals in the IT industry across 350 UK-based enterprise organisations, features a mailing disguised as a DVD box for Sky's 'Lost' drama series, under the strapline "Don't let data loss leave your business stranded".
The mailing will contain a four-page booklet giving details about Fujitsu Services and EMC's data recovery business, as well as a DVD-shaped card directing recipients to a Loewy-designed website, where they can claim a free 'Lost' DVD and register to attend a roundtable event at Gordon Ramsay's Maze restaurant.
Fujitsu Services and EMC also plan a follow-up email campaign, again inspired by 'Lost', repeating the benefits of their services and reminding recipients to register for the Maze event.
Fujitsu said the aim of the mailing was to generate brand awareness, drive new business and capture marketing data on people within the IT community.
Chris Wilson, head of B2B at Loewy, said: "We are confident the 'Lost' concept will stick in people's minds and achieve real cut-through. The easily recognisable imagery of 'Lost' and the physicality of the DVD case design create impact, intrigue and engagement among recipients."