IBM DM LOTUS HAND PICKED by Ogilvy & Mather London

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LOTUS HAND PICKED

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market United Kingdom
Agency Ogilvy & Mather London
Creative Director Emma De La Fosse, Charlie Wilson
Art Director Neil Aitken
Copywriter James Hodge
Producer Helen Birkenshaw
Released September 2010

Credits & Description

Category: Business Products & Services
Advertiser: IBM
Product/Service: EMAIL PROGRAM
Agency: OGILVY & MATHER ADVERTISING LONDON
Date of First Appearance: Sep 27 2010
Entrant Company: OGILVY & MATHER ADVERTISING LONDON, UNITED KINGDOM
Entry URL: http://www.creative-awards.co.uk/2011/IBM/LotusHandPicked/direct/
Creative Director: Emma de la Fosse (OgilvyOne)
Creative Director: Charlie Wilson (OgilvyOne)
Head of Digital Creative: Pavlos Themistocleous (OgilvyOne)
Art Director: Neil Aitken (OgilvyOne)
Copywriter: James Hodge (OgilvyOne)
Account Manager: Kieran Bradshaw (OgilvyOne)
Senior Planner: Nina Mynk (OgilvyOne)
Producer: Helen Birkenshaw (OgilvyOne)
Business Partner: Phil White (OgilvyOne)
Animator: David Packer (Sheep Films)
Account Executive: Ella Tomlin Kedge (OgilvyOne)
Media placement: Transvision Digital Screens - Major London Train Stations - 27 September 2010

Describe the brief/objective of the direct campaign.
Our aim was to overturn business leaders’ misconception that Lotus is just an email program. We wanted to demonstrate Lotus’ social business capabilities.

Need to know who in your organisation knows about Meta data? Want someone with experience of working in China? Ask Lotus and you’ll find the experts you need for your project.

Our target audience were business decision makes who are traditionally difficult to reach through b to b channels. So we decided to reach out to them on their commute to and from work.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The giant hand was a witty interpretation of ‘hand-picking’ the perfect project team and it let us tell quite a complicated story in a quick, engaging way.

The giant hand had great standout on the Tranvision screens (48-sheet size LCDs), it ‘grabbed’ our audience and helped them change their perception of Lotus.

The desired outcome was for our target audience to feel like they might have underestimated Lotus and be intrigued / curious about what Lotus can do beyond just email. We wanted to send them online to search for 'Lotus' and click through to the landing page.

Explain why the creative execution was relevant to the product or service.
The giant hand made great use of the scale of our media. It was a visual approach to a category which is traditionally quite 'wordy' and serious.

This disruptive approach was intentional: we needed to give our audience a jolt and tell them that they needed to look at Lotus with fresh eyes.

Lastly, the dwell time we had was very short. People in stations have their minds elsewhere. So we needed a quick way of making a rational argument for Lotus in a quick and attention grabbing way.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Searches for ‘Lotus Knows’ went up 52% and web traffic rose to over 2,000 hits a week while the campaign was live.

Given the length of the sales cycle of IT, it is too early to validate any of the leads created.