THE FALLING TREE by Ogilvy & Mather Bangalore for IBM

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THE FALLING TREE

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Industry IT Solutions & Professional Networks
Media Promo & PR, Case study
Market India
Agency Ogilvy & Mather Bangalore
Art Director Nithin Kumblekar
Released April 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: IBM
Product/Service: GREEN INITIATIVE
Agency: OGILVY & MATHER
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: OGILVY & MATHER, Bangalore, INDIA
Entry URL: http://www.youtube.com/watch?v=yLZ7xOaGq4
Group Creative Director: Malvika Mehra (Ogilvy & Mather)
Group Creative Director: Amit Akali (Ogilvy & Mather)
Senior Creative Director: Deepak Joshi (Ogilvy & Mather)
Art Director: Nithin Kumblekar (Ogilvy & Mather)
IT Designer: Dipen Sagar (NACL Productions)
Media placement: Application - Print Command Box - 01/04/2009

Results and Effectiveness
IBM employees simply loved the app. The app spread like wildfire across various IBM offices across India virally. They were even sent out to their clients’ offices. Thus, literally thousands of people were made to pause and think twice about wasting paper just when they were about to print. Which meant tons of saved paper.

Creative Execution
Along with software designers we created an app that transforms the embedded software in a PC. When people download and install this app, the Print Command Box in their PC is altered permanently. Now every time they pressed ‘Ctrl P’, the Print Command Box would appear with a small addition - A graphic of a little tree that fell, along with a message – THINK BEFORE YOU PRINT.

Insights, Strategy & the Idea
IBM has 80,000 people working in their various offices across India. Which makes them huge users of office stationary. Including paper. Thousands of tons of paper are used by them annually. IBM wanted to cut down on paper wastage among the TA – which is 80,000 PC users. We realised that the moment the Print Command Box makes its appearance on a PC screen is a critical moment of truth when someone decides whether to print or not.