Shard Campaign

Merging physical with digital – and winning awards

Autodesk wanted to tell some of its highest-value accounts about the benefits of expanding their portfolio of Autodesk solutions. To kick off an integrated campaign, we sent a flat-pack model of Western Europe’s tallest building, the Shard, to high priority targets.

Comprising 10 pieces and minimal instructions, the model was designed to push the buttons of creative problem-solving types like architects and engineers. Recipients were encouraged to work together to build the model and tweet a picture of their team for a chance to win ‘design collaboration expertise and beers’ – an Autodesk-hosted knowledge sharing event at the winners’ office, complete with a mobile bar and Autodesk-branded beer mats and pint glasses.


B2B Marketing Awards winner
response rate, 4x higher than expected

A collaged image depicting social media posts and photos of multiple recipients showing off their completed Shard paper models.
The direct mailer was hugely successful from our perspective – we got four times the expected response rate and gained traction in our largest target accounts.