IBM DM LAST MAN STANDING by OgilvyOne Copenhagen



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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Denmark
Agency OgilvyOne Copenhagen
Copywriter Laila Lundgaard
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM
Product/Service: IT
Date of First Appearance: Nov 28 2010
Entrant Company: OGILVYONE WORLDWIDE, Copenhagen, DENMARK
Creative Director / Art Director: Ole Rydal (OgilvyOne)
Copywriter: Laila Lundgaard (OgilvyOne)
Program Manager: Monica Forssell (IBM)
Key Account Manager: Dan Forsberg (OgilvyOne)
Media placement: Dimensional Mailing - Postal - 30. November
Media placement: Telemarketing - Telephone - December

Describe the brief/objective of the direct campaign.

The Norwegian market. Mid-market segment: IT managers and CIOs (primarily men) in small and medium sized businesses which where NOT already a client of IBM).

Targets are heavily exposed to similar messaging and products. So we needed to stand out in both product and presentation. So we chose to focus on end-result for the client, which was to stand stronger than the competition with a secure and reliable solution in the server room. And for that purpose we were inspired by the way of the samurai.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Last Man Standing - in the server room
“Last Man Standing” is an expression used about the victor on a battlefield. We chose to use the samurai as a metaphor (he stands by his master with loyalty and honour till the very end) to represent IBM.

The campaign was executed with a samurai sword as a door opener representing the product and to create impact for TM follow-up. The sword-blade unfolds to a poster showing an IBM server morphing into a samurai - the “last man standing in the server room”. IBM standing by your side till the very end.

Explain why the creative execution was relevant to the product or service.

The target group was primarily men so we needed to go for a solution that stood out in a cool way.
Furthermore, the target group strives towards actually being the last man standing in the server room.

IBM is premium, just like the code of the samurai - and IBM is just as strong and reliable as the samurai.

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.
Within the first short months (December) we gained 16% positive feedback from the target group via telemarketing.

The campaign generated 132% compared to target.

The investment was returned 3.5 times (ROI 3.5)