WINNING CHIP by Ogilvy & Mather Kuala Lumpur for IBM

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WINNING CHIP

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Art Director Wong Chin Wei
Copywriter Celestine Lau
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: IBM ASEAN
Product/Service: I.T. SOLUTIONS
Agency: OGILVY & MATHER MALAYSIA
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: OGILVY & MATHER MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Director: Selina Ang (Ogilvy Malaysia)
Creative Director / Copywriter: Lee Siew Tin (Ogilvy Malaysia)
Copywriter: Celestine Lau (Ogilvy Malaysia)
Art Director: Wong Chin Wei (Ogilvy Malaysia)
Senior Designer: Soh Kian Teck (Ogilvy Malaysia)
Account Manager: Alan Tan (Ogilvy Malaysia)
Account Executive: Aaron Foong (Ogilvy Malaysia)
Senior Account Manager: Jennifer Choi (Ogilvy Singapore)
Group Account Director: Rajnish Suneja (Ogilvy Singapore)
Production: Koh Kiam Seng (Ogilvy Malaysia)
Media placement: Direct Mailer (Dimensional) - Hand-Delivered - 14 September 2009

Describe the brief/objective of the direct campaign.
2009. The year overshadowed by the global economic crisis. IBM’s competitors such as Sun, Dell and HP began pushing IT solutions to help organisations get through the crisis. But IBM wanted to demonstrate that its solutions could help companies not just survive, but emerge as winners. IBM sent Direct Mailers to CIOs (Chief Information Officers) to: - Demonstrate that change is imperative during challenging times. And it's easy with IBM. - Persuade them to migrate to IBM IT solutions. A goal of US$1.5 million in validated leads was set. - Position IBM as a credible IT leader that provides winning solutions.

Explain why the creative execution was relevant to the product or service.
- A sales pitch to CIOs in good times is hard enough. This campaign is targeted at cost-conscious CIOs who chose to use cheaper competitors’ products even when times are good. Yet the results exceeded expectations by 300%. - A simple game change convincingly demonstrates to CIOs that the power to change (and win) is in their hands. It inspires hope of success at a time when CIOs need it most. - The beautiful game set serves as a high retention piece, acting as a long-term reminder of IBM’s winning solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to demonstrate that change is essential, and it’s easy with IBM. A selection of CIOs who use competitors' products received Reversi* game sets which showed a losing situation with one move left. The DM comes with a special white IBM chip and the CIO is urged to take it and place it on the board. Once placed, the CIO is able to flip a losing situation into a winning one. * Reversi (or Othello) is a popular board game for 2 players, each represented by Black or White chips. Game rules are included in the DM.

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.
- The campaign’s measurement of success is the generation of US$1.5 million in validated leads in a month. - One week after the mail out, the DM packs generated US$4.5 million in validated leads, Exceeding the target by 300%. - Leads continued to come in and the campaign has clearly succeeded in convincing CIOs who use competitive products/services to switch to IBM IT solutions.