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Industry IT Solutions & Professional Networks
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Art Director Sarah Nguyen
Copywriter Andrew Mellen
Released June 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: IBM
Product/Service: IBM
WW Executive Creative Director/IBM: Susan Westre (Ogilvy)
Creative Directors: Mike Hahn/Ryan Blank (Ogilvy)
Art Director: Sarah Nguyen (Ogilvy)
Copywriter: Andrew Mellen (Ogilvy)
Executive Digital Producer: Tracy Moore (Ogilvy)
Executive Music Producer: Karl Westman (Ogilvy)
Digital Producer: Aneela Idnani (Ogilvy)
Associate Head Of Traffic: Rachel Fuller (Ogilvy)
Senior Print Producer: Michael Piscatelli (Ogilvy)
Technical Project Lead/Rich Media: Ian Crowley (Ogilvy)
Senior Motion Graphics Artist: Jason Shevchuk (Ogilvy)
Flash Developer: Tim Murray (Ogilvy)
Motion Graphics Artist: John Dretzka (Ogilvy)
Media placement: Interactive Board - New York JFK, Washington D.C., Singapore, San Francisco, Chicago, Etc. - 6 June 2011

Describe the objective of the promotion.
For the first time in history, over 50% of the world’s population lives in cities, and by 2050 this figure will be 70%. Around the world, city leaders are confronted by the twin problems of this explosive growth and aging, outdated infrastructures. IBM has a host of technologies that can help, marketed under the auspices of a branded solution: Smarter Cities. Yet it needed to confront a lack of awareness of its offerings in the space.

Describe how the promotion developed from concept to implementation.
We set out to create a virtual 21st Century EPCOT Center – the To take this content directly to key decision makers, we created a high-touch, gesture-manipulated interactive OOH experience in environments we knew our audience would pass through, but yet where they would have time to interact: airports. We scheduled the installation of these experiences around the city-leader calendar, synchronizing with conferences and events in major cities around the world. The experience was designed to provide key content around IBM’s capabilities – for traffic, power, law enforcement etc. – in a highly interactive and attention grabbing way.

Explain why the method of promotion was most relevant to the product or service.
The Smarter City promotes IBM’s expertise in using data and analytics to improve efficiencies, ease of use, and customer/constituent experience in 11 different areas of city services and infrastructure. Transportation systems, and airports in particular, are two of those areas. In an age of variably integrated transportation systems, overcapacity airports, delayed and overbooked flights and lost luggage, our Smarter City interactive board proposed solutions directly at the point of impact and benefit.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The digital OOH unit was not only a first for IBM, but also for the company commissioned to build it. It delivered a high volume of quality interaction from travelers. Just at JFK, for instance, it recorded 91,000 motion activations (body movements that the unit picks up) and 20,000 actual engagements with the unit (touching the city / selecting an icon, watching a video etc.). The average user watched two videos per session.
The experience was a key component of the overall Smarter Cities program, which to date has generated over 2,500 opportunities, 2,000 confirmed engagements and $1.8BN in revenue.