IBM DM IBM COMPANY CHALLENGE by Ogilvy & Mather Amsterdam



Pin to Collection
Add a note
Industry IT Solutions & Professional Networks
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Chris Lightburn-Jones, Henk Nieuwenhuis
Designer Bas Derks
Released November 2010


Caples Awards 2011
Other Media Social Media Finalist

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IBM
Product/Service: IBM
Date of First Appearance: Nov 22 2010
Entry URL:
Creative Director: Henk Nieuwenhuis (Ogilvy)
Creative Director: Chris Jones (Ogilvy)
Digital Strategy Consultant: Daan van Rossum (Ogilvy)
Account Manager: Ruben Juninck (Ogilvy)
Designer: Bas Derks (Ogilvy)
Strategy Consultant: Johan Karper (Ogilvy)
Demand Program Leader: Kirsten Haver Droeze (IBM)
Marketing, Cummunication & Citizenship Leader: Ronald Velten (IBM)
Digital Strategy Consultant: Paul van Veenendaal (Ogilvy)
Media placement: Targeted Bannering - LinkedIn - 22-11-2010
Media placement: RSS Feeds - Via Several IT Publishers - 22-11-2010
Media placement: Advertorials (Online Newsletters) - Via Several IT Publishers - 22-11-2010
Describe the brief/objective of the direct campaign.
IBM is a big brand with only a small share of the Dutch midmarket: 3%. Most midsize companies don’t consider IBM when looking for IT solutions. Too big, too distant, too complex… they think. In order to bridge the gap, IBM changed their market approach in 2010: focussing on co-promotion with their IBM Business Partners, who are closest to this target audience. Together they can solve any of their challenges, big or small. So how to communicate the accessibility and relevance of this partnership, and change the misperceptions about IBM?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As most midsize companies are not receptive for an IBM solution, we had to trigger them with a problem. Their own problem, to allow them to experience how easy it is to get the best solution from IBM, we set up a competition. Companies could send in their biggest business challenge. Three IBM Business Partners offered their solution of which the companies chose the best one to enter the competition. Then the competing cases were judged by both the target audience and an expert jury. They voted for the best case that won 30.000 euro’s to start implementation.
Explain why the creative execution was relevant to the product or service.
To communicate on a personal level with the target audience, we approached the most popular business networking site: LinkedIn. Together we developed the first Dutch business competition completely on LinkedIn. A true premiere, to make even the execution personal, IBM’s midmarket leader himself acted as a host, using interactive video to take you through the challenge. Thousands watched the video’s, entered the competition or judged cases, using their LinkedIn profile. This also facilitated the viral effect: people asked friends to vote as well. Competitors advertised their cases, and even made short video’s in order to get more votes.
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.
As a result of this campaign IBM boosted awareness. Being the first to really take advantage of LinkedIn’s possibilities, IBM generated an unprecedented exposure amongst midmarket managers and entrepreneurs. We know this for sure because we have their LinkedIn profiles. Target was to get 12 serious challenges and reach 2.500 visitors. In the end we got 16 cases (+33%) and reached 17.166 visitors (+590%) of whom 21% watched the entire video. Leaving a valuable database for follow up, on top of that, IBM’s market share grew by a staggering 13%. Proving IBM really can solve any challenge, including their own.