IBM DM I'M AN ITER by Ogilvy & Mather Beijing

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Copywriter Bozhan Zhang
Producer Zhu Tianyi
Released November 2010


Caples Awards 2011
Campaigns Integrated campaign Finalist

Credits & Description

Category: Business Products & Services
Advertiser: IBM
Product/Service: IBM
Date of First Appearance: Dec 1 2010
Entry URL:
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Art Directors: Wang Fei/Pudding Zhang (Ogilvy Beijing)
Copywriter: Zhang Bozhan (Ogilvy Beijing)
Agency Producer: Wang Fei (Ogilvy Beijing)
Production Company: (Helicon Studio)
Producer: Zhu Tianyi (Helicon Studio)
Account Team: Suya Wang/Derek Zhang (Ogilvy Beijing)
Media placement: DM/online Blog - DM/online Blog - June 10, 2010

Describe the brief/objective of the direct campaign.
New and existing customers.

The strategy was to repackage an IBM DM campaign, so it would do more, be more and achieve more.
Every year IT professionals are flooded with DM. Most get thrown away. So we decided to re-frame what
DM could be for IBM when reaching IT professionals.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The IBM DM went from communicating to providing content; from giving information to providing insight; from simply reaching a target to creating a community; from producing a database to enriching one.

We created the ITer, a magazine that was first bundled to an influential magazine. It quickly gained a reputation for being a leading beacon in the industry. Then ITer went online which added a whole new dimension reaching more people, more deeply than ever before.

Explain why the creative execution was relevant to the product or service.
Not only was the approach innovative and industry leading, but the industry blog created online was launched with a entertaining video that took a fresh, new approach to engagement. The blog also became a place that created a two-way conversation by providing the platform for a real IT community. This greatly supported and even elevated the leading position that IBM currently enjoys.

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.
In the end, IBM reached over 1 million top IT professionals, the opinion leaders in their field. Along the way, ITer helped IBM create buzz and gain greater influence. What's more, it's projected to boost business leads in 2011 17 times! And at the same time connected with the industry in an entirely new way that supports IBM's image as a brand innovator!