The idea was to illustrate that a digital print workflow system is basically a printers’ tool, while pointing out to the recipient that there’s something incomplete with theirs, thus “flipping” them to Kodak’s solution.
This lead gen DM package contained 4 individual 2-sided "tool sheets", where a missing part of a tool represented a missing feature of the printers' workflow. Variable Data Printing was utilized to personalize each mailing depending on which workflow they were already using. Response rate was 13%, and the campaign ran for little over a year.