I was able to modify a ping (that sends these ICMP Echo Requests) to send the required bytes. (The modification was not store a timestamp to the data).
Setting a static arp address helped to keep the IP → MAC address mapping:
sudo arp -i eth0 -s
then start to send the packets:
sudo ./ping -p 57442d49434d502d424541434f4e0000
Switch on the box, and wait a short moment and the box ask the DHCP server and will try to download (via tftp) startup.sh.
Until now, I used my MyCloud as tftp server (nice for PXE booting), so I have to setup one on my Linux machine to continue.
