IBM DM IPAD EXPERT SERIES by Ogilvy & Mather New York



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Industry Mobile Communications, Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Art Director Marina Gokman
Copywriter Fred Kovey
Released July 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: IBM
Date of First Appearance: Jul 19 2010
Entrant Company: OGILVY & MATHER, New York, USA
Worldwide Executive Creative Director: Susan Westre (Ogilvy)
Group Creative Director: Jason Marks (Ogilvy)
Group Creative Director: David Korchin (Ogilvy)
Copywriter: Fred Kovey (Ogilvy)
Art Director: Marina Gokman (Ogilvy)
Executive Digital Producer: Pierre Wendling (Ogilvy)
Executive Producer: Lee Weiss (Ogilvy)
Media placement: Direct email - Online - 19 July 2010

Describe the brief/objective of the direct campaign.
IBM wanted to connect with forward-thinking decision makers in private industry and government. The objective was to put IBM at top of their consideration set for large scale technology solutions across five business verticals: transportation, food safety, data security, cloud solutions, and healthcare. The strategy was to use advertising to showcase the relevance of IBM’s capabilities to the most pressing challenges within each vertical.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to provoke decision makers into paying attention by calling out their most newsworthy failings in a very public forum (an iPad advertisement in a leading industry publication) and then using that opportunity to engage them in a meaningful dialog about new ways to solve their problems using IBM technology. The iPad was a perfect venue for the campaign because it’s both an impactful display medium (like print and TV), but also allows for direct response (like digital). Direct emails were sent to politicians and city planners which had a link to a personalised video.

Explain why the creative execution was relevant to the product or service.
IBM’s stated mission is to make the systems that run our planet work better. This campaign cut to the core of that idea by using advertising as a vehicle to address real problems and affect change. To pull it off required a fundamental rethinking in the way IBM advertised because, in order for the messages to be relevant, they had to be created while their subject matter was still current. This meant simplifying the production process and streamlining approvals – something IBM had never attempted before on this scale.

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 the campaign, IBM generated several viable new business leads (which doesn’t sound like much until you realize that, for IBM, a single contract be worth hundreds of millions of dollars). In addition, the campaign started dozens of new conversations between IBM experts and interested bystanders, perhaps laying the path for new business in the future – and maybe even helping the world work a tiny bit better.