IBM DM LET'S TALK BACKUP by Ogilvy & Mather Kuala Lumpur

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Copywriter Laila Lundgaard
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM SWEDEN
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: OGILVYONE WORLDWIDE, Copenhagen, DENMARK
Creative Director / Art Director: Ole Rydal (OgilvyOne worldwide)
Copywriter: Laila Lundgaard (OgilvyOne worldwide)
Project Manager: Sissel Helsinghoff (OgilvyOne worldwide)
Marketing Manager Sweden, General Business & Mid-Market: Michael Gorringe (IBM Sweden)
Media placement: Physical Mailing - Postal - 17.08.2009
Media placement: Banner - Internet - 17.08.2009

Describe the brief/objective of the direct campaign.
Target audience: Approximately 250 media and advertising companies with 100-1,000 employees that were all expected to have a need for an efficient and flexible IT/data backup solution. Primary objectives: 1) To promote awareness of the IBM IPS backup in a simple and intuitive fashion. 2) Drive traffic to a live chat/video banner located on where the individual company representatives could communicate directly with a backup-expert from IBM. The primary strategy was simplicity of message and to demonstrate product feature in a basic, yet intriguing manner as the target group is highly exposed and finds backup generally boring.

Explain why the creative execution was relevant to the product or service.
The strength of the execution was three-fold: 1) It demonstrated the essence of the product by way of its form with two of everything. 2) It used a practical device such as the headset to drive traffic to the banner where the complexity of the product could be further adressed. 3) It utilised a selfaware, slightly humorous, form making it stand out from the traditional and, to some, boring communication of the product. In short, the solution made backup simple, function obvious, and call to action very clear.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A three-dimensional direct mail that drove traffic to the live banner while in itself demonstrating the unique selling point of the product. The DM was a box divided into two identical compartments with individual lids. One with a letter and a folder. Another with identical materials in a plastic bag - as a backup of the original. Underneath the compartments was a headset. The letter addressed the importance of backup copies of crucial data. The folder a description of how to use the headset to chat with a backup expert via the live banner. The message was: Let’s talk back-up

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.
Identified contacts via the live banner: 18 (7.2 % of the target group) Value of identified contacts: ROI: 86. Value of converted contacts: ROI: 9.4. The banner ran one week, Monday through Friday. The DM was received Wednesday whereupon traffic to the banner rose significantly.