IBM DM IT MANAGERS FIGHT BACK by Ogilvy & Mather Kuala Lumpur



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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Creative Director Lee Siew Tin
Art Director Wong Chin Wei
Copywriter Celestine Lau
Designer Arif Setiawan
Illustrator Sidney Tan
Released April 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: IBM
Product/Service: IBM
Date of First Appearance: Apr 19 2010
Entrant Company: OGILVY MALAYSIA, Kuala Lumpur, MALAYSIA
Entry URL:
Creative Director: Lee Siew Tin (Ogilvy)
Copywriter: Celestine Lau (Ogilvy)
Art Director: Wong Chin Wei (Ogilvy)
Senior Web Designer: Soh Kian Teck (Ogilvy)
Web Designer: Teo Choong Ching (Ogilvy)
Senior Content Engineer: Calvin Tan (Ogilvy)
Associate Account Director: Alan Tan (Ogilvy)
Account Executive: Aaron Foong (Ogilvy)
Designer: Arif Setiawan (MFX)
Illustrator: Sidney Tan (MFX)
Media placement: Microsite - IBM Brandsite - 19 April 2010

Describe the brief/objective of the direct campaign.
OBJECTIVE: IBM ASEAN wanted to create awareness and generate leads for its Smarter Planet solutions among IT Managers. These are decision-makers and key influencers in mid-size companies.

STRATEGIC INSIGHTS: IT Managers HATE the frustration and stress caused by IT problems such as slow processes, outdated software, security threats, power wastage and hidden data. They feel insignificant and under-appreciated in their role. They also hate the hackneyed sales approach of IT company’s i.e. sales visits or invites to IT events.

IT Managers LOVE computer games that help them escape the daily grind. Tetris, Bejewelled, Plants vs Zombies are among the simple repetitive games they play to de-stress.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made the IT Managers feel important and in control with a fun online game reminiscent of “Plants vs Zombies”. The Good Guys personify smart IT solutions. The Bad Guys are the problems they face. The more they play, the more the IT Managers learn how IBM Smarter Planet solutions can help them in their fight against IT “enemies”.

A simple and highly engaging game, IT Managers could play it to de-stress, or challenge their fellow IT Managers through Facebook and Twitter to win attractive prizes. In the process, everyone who leaves their details will learn more about Smarter Planet solutions (online leads).

Explain why the creative execution was relevant to the product or service.
Playing off our insights, the creative gets to the root of the IT Managers’ frustration and stress. We approach them with something fun and unexpected – a game that’s liked by them vs sending them sales brochures or invites to IT events. The outcome: IT Managers feel empowered, knowing they can always use IBM solutions to solve their problems.

A novel way of creating awareness for the whole suite of IBM Smarter Planet solutions, it made the IT Manager go, “Hmm… IBM seems to understand what I need.” This is certainly a big stride in the door for the IBM sales rep.

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.
• 300% more online leads than the target set by IBM.
• Each IT Manager played the game 4.6 times, beating the campaign benchmark of 2.7 times. This means double the opportunity for product familiarity compared to the previous campaign.
• Undoubtedly “…IBM ASEAN’s most successful online campaign to date,” Ali Munawar, IBM ASEAN Demand Program Manager.