MIDMARKET ENGINE MODULE by Ogilvy & Mather New York for IBM

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MIDMARKET ENGINE MODULE

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Greg Gerstner
Creative Director Michael Paterson
Copywriter Anne Geri, Joel Barnard
Photographer Craig Cutler For Stockandmartel.com
Released February 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IBM
Product/Service: BUSINESS SOLUTIONS
Agency: OGILVY NEW YORK
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Entry URL: http://www-03.ibm.com/innovation/us/smarterplanet/index.shtml?url=midsized_business&ca=agus_splemmhom-20090701&me=print&met=engines&re=engines&S_TACT=USMMP606&cm_mmc=agus_splemmhom-20090701-USMMP606-_-p-_-engines-_-engines#/midsized_business/engines/
Vice President / Brand Expression and Global Advertising: Ann Rubin (IBM)
Manager, Midmarket Advertising Lead: Cecilia Correa (IBM)
Midmarket Advertising: Cindi Ellis (IBM)
Senior Partner, Group Creative Director: Victoria Azarian (Ogilvy NY)
Senior Partner, Creative Director: Chris Lindau (Ogilvy NY)
Creative Director: Michael Paterson (Ogilvy NY)
Associate Creative Director: Greg Gerstner (Ogilvy NY)
Senior Art Director: Gina Whitt (Ogilvy NY)
Copywriter: Joel Barnard (Ogilvy NY)
Copywriter: Anne Geri (Ogilvy NY)
Animation & Game Development: (Firstborn)
Photographer: Craig Cutler
Director of Photography: Shane Sigler
Group Account Director: Robert DiGiovanni (Ogilvy NY)
Account Director: Kimberly Duffy (Ogilvy NY)
Management Supervisor: Jason Angrisani (Ogilvy NY)
Project Manager: Matthew Huntington (Ogilvy NY)
Media placement: 2:00 Animated Video - Ibm.com - January 2009
Media placement: Customer Videos (2) - Ibm.com - January-April 2009
Media placement: Interactive Games - Ibm.com - April 2009
Media placement: :30 Pre-Roll - WSJ, Wired, Inc, CNN, CNN Money, CIO Insight, ESPN - March 2009

Describe the brief/objective of the direct campaign.
The opportunity that IBM’s smarter planet agenda offers is most relevant to midsize business. They make up nearly 65% of the global GDP and 90% of the world’s workforce, yet the perception is that IBM is too big, too expensive, and lacks the portfolio of solutions to help address their needs. The goal of this module was to help change this perception by demonstrating IBM’s commitment to midsize business and showcasing how they, along with their business partners are providing custom products and solutions that help midsize businesses work smarter.

Explain why the creative execution was relevant to the product or service.
Since its launch in January 2010, the Engines module has helped IBM to turn a perceived negative into an absolute positive positioning them as the “go-to” company for midsize businesses. By celebrating midsize businesses as the unsung heroes of innovation, this module demonstrates the real ways IBM is helping them do more with less, level the playing field, and outperform their competition.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The “Engines of a Smarter Planet” interactive module served as the perfect vehicle for IBM to connect with midsize business. The module features a two-minute animated video explaining IBM’s commitment to helping midsize businesses work smarter. Users looking to learn more about specific case studies and solutions can choose to watch additional customer videos or play educational games that feature specific examples of the solutions IBM has developed for midsize companies. The modular design allows the user to choose the content they want to experience and makes it easy for the content to be broken out for banners, content syndication, and pre-roll.

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.
Initial results include: • +54% - Year-over-year increase in midmarket revenue. • +64% - Year-over-year increase in IBM Business Partner revenue . • Overall openness to doing business is up for IBM in the midmarket space. • Great company characteristics up +13 (especially industry expertise).