IBM Print RIO RIGHT NOW by Ogilvy Rio De Janeiro

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Industry IT Solutions & Professional Networks
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Rio De Janeiro
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Art Director Micky Huang, Douglas Mussashi Shintaku, Renato Rozenberg, Marcos P. Ribeiro
Copywriter Leandro Neves, Rafael Campos
Producer Leonardo Xavier
Account Supervisor Bruno Perez
Released November 2011

Credits & Description

Category: Business products & services
Advertiser: IBM
Product/Service: SMARTER CITIES
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Marcos Ribeiro (Ogilvy Brasil)
Copywriter: Leandro Neves (Ogilvy Brasil)
Art Director: Marcos Ribeiro (Ogilvy Brasil)
Copywriter: Rafael Campos (Ogilvy Brasil)
Art Director: Micky Huang (Ogilvy Brasil)
Art Director: Renato Rozenberg (Ogilvy Brasil)
Art Director: Mussashi Shintaku (Ogilvy Brasil)
General Manager: Maurício Tortosa (Ogilvy Brasil)
Regional Business Director: Chad Cathers (Ogilvy Brasil)
Account Director: Carla Parretti (Ogilvy Brasil)
Account Supervisor: Bruno Perez (Ogilvy Brasil)
Producer: Leonardo Xavier (.mobi/Fingertips)
Marketing/Communication Director: Mauro Segura (IBM)
Brand System/External Communications Executive: Fabiana Galeto (IBM)
Advertising Leader For Ibm Brand System Brazil: Ligia Zotini (IBM)
Digital Marketing Lead/Brand System: Fernando Souza (IBM)
Solution Architect/Smarter Cities: Teresa Raquel Souza Do Nascimento (IBM)
Media placement: Application - Online (App Stores) - November 11th 2011

Describe the objective of the promotion.
Make global leaders to try one of the most sophisticated technologies in their own smartphones or tablets.

Describe how the promotion developed from concept to implementation.
IBM developed and implemented the Rio Operation Center. With the Smarter Cities Summit coming to town there was a chance to make more than 400 global leaders experience this technology.

Explain why the method of promotion was most relevant to the product or service.
By using the Rio Right Now app the global leaders were able to control their way through the town at the same time they could try a state-of-the-art technology streamed on their devices.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Never public data was shared in this way. We gave full access to some of the most interesting data of a major city, 100% of the global leaders downloaded and used Rio Right Now app to move around the town in a smarter way.