ANALYTICS WITHOUT THE ANALYTICS by Ogilvy & Mather Shanghai for IBM

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ANALYTICS WITHOUT THE ANALYTICS

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Industry IT Solutions & Professional Networks
Media Ambient, Case study
Market China
Agency Ogilvy & Mather Shanghai
Executive Creative Director Doug Schiff
Creative Director Sean Shi
Art Director Teonghoe Teng, William Liu
Copywriter Xu Wei Bing
Released March 2010

Awards

Spikes Asia 2011
Media Product & Service Bronze

Credits & Description

Type of entry: Product/Service
Category: Corporate Information
Advertiser: IBM
Product/Service: IBM
Agency: OGILVY BEIJING, CHINA

Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Sean Shi (Ogilvy Beijing)
Art Director: Teonghoe Teng, William Liu (Ogilvy Beijing)
Copywriter: Wei Xu (Ogilvy Beijing)
Video Producer: Morris Ku (Ogilvy Beijing)
Account Team: Lily Tung, Lee Sheng, Suya Wang, Sissi Lee, Yingying Wang (Ogilvy Beijing)
PR Team: Cecilia Zhou, Rachel Hu (Ogilvy Beijing)
Client Team: Yuhong Wang, Chuangye Yan, Jingxin Guo, Jinhua Qi, Kun Zhang (IBM)
Vendor: (fm-interactive)

Results and Effectiveness:
Just a week after the campaign began, 41,510 were following the BAO journey, while in the end over 9,700,000 were exposed to the social media campaign. Forum attendee numbers exceeded IBM’s goals by 37%. And instead of becoming more technical and analytical, IBM became more human.
Creative Execution:
A young Chinese journalist was sent to begin a dialogue about a variety of topics the Chinese were interested in, including African culture, everyday life as well as AIDS research. As she moved within the foreign land, she communicated about what she experienced via Weibo, China’s very popular Twitter substitute. The more topics she brought up, the more followers and responders she had. One responder IBM strategically placed into the dialogue was named BAO. Their back and forth communications explained just how the IBM tool helped doctors explore unique new treatments. She also tweeted about other BAO cases, which were relevant to both Africa’s and China’s everyday problems. And since Weibo allows video to be posted, the communications were even more engaging.
Insights, Strategy and the Idea:
IBM China was introducing their BAO (Business Analytics Optimization) tool to a C-Suite target through a standard industry Forum. So how could they bring both the Forum and the BAO offering to life in an unexpected, engaging way that wasn’t weighed down by overly technical data-oriented analytics? Africa has been more and more becoming an economics partner to China and topic of interest to the country and its people. At the same time, one of the best BAO cases has been its use in AIDs research in Africa. This insight served the desire to engage and not overburden the campaign with analytic-speak.