IBM Design & Branding I'M AN ITER by Ogilvy & Mather Beijing

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market China
Agency Ogilvy & Mather Beijing
Creative Director Sean Shi
Art Director Wang Yi Fei, Pudding Zhang
Copywriter Bozhan Zhang
Released December 2010

Credits & Description

Category: Online Digital Design
Advertiser: IBM
Product/Service: IBM
Date of First Appearance: Dec 1 2010
Entry URL:
Execuive Creative Director: Doug Schiff (Ogilvy Beijing)
Art Director: Wang Fei, Pudding Zhang (Ogilvy Beijing)
Copywriter: Zhang Bozhan (Ogilvy Beijing)
Account Team: Suya Wang, Derek Zhang (Ogilvy Beijing)
Production Company: (Helicon Studio)
Production Producer: Zhu Tianyi (Helicon Studio)
Creative Director: Sean Shi (Ogilvy Beijing)
Media placement: Online Video - Online Video On IBM Blog - May, 2010

Describe the brief from the client
The ITer was a magazine and a IT blog that was reaching its target, but not exciting or relating well enough to its target. Therefore, the client wanted to give it new life.

Describe the challenges and key objectives
IBM wanted more people to visit the blog, get excited by it and participate in the exchange of ideas presented there. The challenge was IBM has a very tried and true image—especially in China. So the challenge was to try to keep within guidelines but also get fresh.

Describe how you arrived at the final design
The video, which is the piece entered, is a thoughtful piece that came after interviewing IT managers and hearing their stories. Hearing how they felt about themselves and how they went about their daily work. This helped to created the main character of the animated video, and from there a 3D CGI studio got involved. In addition, one of China's rising hip-hop stars wrote the music

Give some indication of how successful the outcome was in the market
The new blog and the video embedded within it, has been a much talked about creative piece in China. In the end, IBM reached over 1 million top IT professionals, the opinion leaders in their field. This was a 42% increase in traffic to the blog. Along the way, ITer helped IBM create buzz and gain greater influence.