MIDMARKET ENGINES by Ogilvy & Mather New York for IBM

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MIDMARKET ENGINES

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Greg Gerstner
Creative Director Michael Paterson
Copywriter Anne Geri, Joel Barnard
Photographer Craig Cutler For Stockandmartel.com
Illustrator Carl Detorres, Michelle Konar
Released February 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: IBM
Product/Service: IT SOLUTIONS
Agency: OGILVY NEW YORK
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OGILVY NEW YORK, USA
Entry URL: http://www-03.ibm.com/innovation/us/smarterplanet/index.shtml?url=midsized_business&ca=agus_splemmhom-20090701&me=print&met=engines&re=engines&S_TACT=USMMP606&cm_mmc=agus_splemmhom-20090701-USMMP606-_-p-_-engines-_-engines#/midsized_business/engines/
Vice President / Brand Expression and Global Advertising: Ann Rubin (IBM)
Manager, Midmarket Advertising Lead: Cecilia Correa (IBM)
Midmarket Advertising: Cindi Ellis (IBM)
Senior Partner, Group Creative Director: Victoria Azarian (Ogilvy NY)
Senior Partner, Creative Director: Chris Lindau (Ogilvy NY)
Creative Director: Michael Paterson (Ogilvy NY)
Associate Creative Director: Greg Gerstner (Ogilvy NY)
Senior Art Director: Gina Whitt (Ogilvy NY)
Copywriter: Joel Barnard (Ogilvy NY)
Copywriter: Anne Geri (Ogilvy NY)
Illustrator: Carl DeTorres
Illustrator: Michelle Konar (Ogilvy NY)
Animation & Game Development: (Firstborn)
Photographer: Craig Cutler
Post Production: (Industrial Color)
Director of Photography: Shane Sigler
Group Account Director: Robert DiGiovanni (Ogilvy NY)
Account Director: Kimberly Duffy (Ogilvy NY)
Management Supervisor: Jason Angrisani (Ogilvy NY)
Project Manager: Matthew Huntington (Ogilvy NY)
Media placement: Premise Setting Layer (Print, Radio, Banners, DG) - Daily Newspapers And Trade Publications In 11 Local US Markets, 24 Websites - 6 July 2009
Media placement: Customer Reference Layer (Print, Radio, Banners) - Daily Newspapers And Trade Publications In 11 Local US Markets, 24 Websites - 27 July 2009
Media placement: Offering Layer (Print, Radio, Banners) - Daily Newspapers And Trade Publications In 11 Local US Markets, 24 Websites - 7 September 2009
Media placement: Interactive Module - Ibm.com; Pre-Roll (:30): WSJ, Wired, Inc, CNN, CNN Money, CIO Insight, CIO, ESPN - January 2010
Media placement: Landing Experience - Ibm.com - 6 July 2009
Media placement: Mobile - Yahoo, Weather Channel Networks - October 2009
Media placement: OOH - Captivate Network - October 2009

Describe the brief/objective of the direct campaign.
The objective: Make IBM relevant to midsize business. The opportunity that IBM’s smarter planet agenda offers is perhaps most relevant to midsize business. They make up nearly 65% of the global GDP and 90% of the world’s workforce, yet the perception is that IBM is too big, too expensive, and lacks the portfolio of solutions to help address their needs. The goal of this campaign was to help change this perception by proving that IBM understands the needs of midsize businesses and demonstrates how they, along with their business partners are providing custom solutions that help midsize businesses work smarter.

Explain why the creative execution was relevant to the product or service.
Since its launch in July 2009, this campaign allowed IBM to turn a perceived negative into an absolute positive positioning IBM as the “go-to” company for midsize businesses. Through the Engines of a Smarter Planet campaign, we are celebrating real ways midsize companies are leveling the playing field and outperforming their competition on a smarter planet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Engines of a Smarter Planet campaign celebrates the midsize companies that are helping to build a smarter planet. They’re the real thinkers, doers and creators of new ideas that are driving a smart planet forward, not in theory, but in practice. The creative solution included a combination of iconic photography, which was a first for this campaign, and thought provoking illustrations that showcased the very best of these ‘engines of smart,’ and the specific IBM solutions that are designed and priced for midsize companies. The result: a highly effective 360 campaign spanning 11 US markets and 14 countries worldwide.

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.
Initial results include: • +54% - Year-over-year increase in midmarket revenue. • +64% - Year-over-year increase in IBM Business Partner revenue. • Overall openness to doing business is up for IBM in the midmarket space • Great company characteristics up +13 (especially industry expertise).