SEER 2.0 by Ogilvy & Mather London for IBM

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SEER 2.0

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Industry Mobile applications
Media Direct marketing
Market United Kingdom
Agency Ogilvy & Mather London
Creative Director Emma De La Fosse, Charlie Wilson
Art Director Neil Aitken
Copywriter James Hodge
Designer Jake Scully
Released June 2010

Credits & Description

Category: Business Products & Services
Advertiser: IBM
Product/Service: PHONE APP
Agency: OGILVY & MATHER ADVERTISING LONDON
Date of First Appearance: Jun 21 2010
Entrant Company: OGILVY & MATHER ADVERTISING LONDON, UNITED KINGDOM
Entry URL: http://www.creative-awards.co.uk/2011/IBM/Wimbledon/Seer2.0/direct/
Copywriter: James Hodge (OgilvyOne)
Art Director: Neil Aitken (OgilvyOne)
Creative Director: Charlie Wilson (OgilvyOne)
Creative Director: Emma de la Fosse (OgilvyOne)
Head of Digital Creative: Pavlos Themistocleous (OgilvyOne)
Head of Technology: Mark Sweatman (OgilvyOne)
Senior Producer: Elissa Grey (OgilvyOne)
Business Partner: Phil White (OgilvyOne)
Account Manager: Nick Bennett (OgilvyOne)
Designer: Jake Scully (OgilvyOne)
Senior Planner: Nina Mynk (OgilvyOne)
Media placement: Mobile / Mobile App - ITunes App Store / Android Store - June 21st 2010

Describe the brief/objective of the direct campaign.
IBM wants the world to believe that they can make the planet a smarter place. We decided to demonstrate this by actually doing something smart, rather than just talking about it: by giving a live demonstration of how IBM makes Wimbledon the world’s smartest tennis tournament.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Following our incredibly successful live data mobile app for Wimbledon 2009 we wanted to create a smarter, even more enhanced Wimbledon experience. Feedback told us visitors wanted even better access to the tennis. So with IBM SEER 2.0 we evolved SEER 2009 so that it gave visitors a superhuman power – x ray vision. Subscribers to the IBM mailing list were sent emails about the app.

Explain why the creative execution was relevant to the product or service.
For our core Client C-Suite audience, we needed to demonstrate we understood the real issues of a high profile client such as Wimbledon AELTC. We showed how insightful solutions can be provided with a smart use of technology. This solution provided a catalyst for sales conversations on IBM’s range of business solutions.

SEER 2.0, delivered ‘live video feeds’ of each of the show courts. By pointing your mobile phone to the direction of the court it would provide you with x-ray vision, allowing you to see through the walls, to see the live tennis match beyond.

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.
Please see the Confidential section for full results.


SEER 2.0 helped deliver exceptional sales and PR revenue, amassing glowingly positive PR coverage from Sky News, the BBC, BBC Click and numerous online and offline publications and blogs.

On the back of SEER's success IBM are currently exploring how to use this technology at the London 2012 Olympics for both a finance company and soft drinks manufacturer. Additionally interested are the retail industry for a Global Shopping Centre Operator, a Global Consumer Goods Manufacturer, a training division of the US Military, a UK Airport Operator and a National US Soccer League.