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 ten 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." Winners received an Autodesk-hosted knowledge sharing event at their 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.