IBM Promo THINK: AN EXPLORATION INTO MAKING THE WORLD WORK BETTER by SYPartners

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THINK: AN EXPLORATION INTO MAKING THE WORLD WORK BETTER

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Industry IT Solutions & Professional Networks
Media Promo & PR
Market United States
Agency SYPartners
Executive Creative Director Matthew Cullen Motion Theory
Creative Director Ben Roth
Released September 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: IBM
Product/Service: IBM CENTENNIAL CELEBRATION
Agency: SYPARTNERS
Executive Creative Director/Script Writer: Susana Rodríguez de Tembleque (SYPartners)
Creative Director/Script Writer: Nicolas Maitret (SYPartners)
Brand Character: Keith Yamashita (SYPartners)
Content Director: Jeff O'Brien (SYPartners)
Project Manager: Sabrina Clark (SYPartners)
Graphic Designer: Heui Jin Jo (SYPartners)
Production Designers: Vasilia Emmanouilides/Sarah Keough/Joel Chevallier/Jimmy Stones (SYPartners)
Executive Creative Director/Director: Mathew Cullen (Mirada)
Executive Producer/Producers: Javier Jimenez/Annie Johnson/Rob Newman (Mirada)
Director Of Photography: Guillermo Navarro (Mirada)
Creative Directors/ACD/Senior Art Director: Kaan Atilla/Jesus de Francisco/David Fowler (ACD)/Jonanthan Wu (SAD) (Mirada)
Head Of Vfx/Animation/Vfx Supervisors: John Fragomeni/Andy Cochrane/Jonah Hall/Zach Tucker (Mirada)
Dataviz Consultant/Lead: Casey Reas/David Wicks (Mirada)
Producers: Andrew Merkin/Peter Nelson/James Taylor/Lyn Gaza (Mirada)
Principal In Charge: Ralph Appelbaum (Ralph Appelbaum Associates)
Project Director: James Carthcart (Ralph Appelbaum Associates)
Executive Producer: Alex Vlack (Ralph Appelbaum Associates)
Senior Producer: Lilly Preston (Ralph Appelbaum Associates)
Executive Lead: Fiona Bruder (George P. Johnson)
Creative Director: Ben Roth (George P. Johnson)
Director: Matthew Cullen ((MTH) Motion Theory)
Executive Creative Director: Matthew Cullen (Miranda)
Media placement: Public Exhibition - N/a - September 23, 2011

Describe the objective of the promotion.
The purpose of THINK was to publicly and meaningfully celebrate IBM’s centennial while also building constituency around a big idea, one that is core to IBM but much broader than IBM: The exhibit focused on progress -how it happens and how it can be accelerated by technology.

Describe how the promotion developed from concept to implementation.
The team worked with a broad range of experts -from researchers building traffic models to biologists studying the rice genome- to ensure that every detail of the exhibit was scientifically accurate. Then the designers, filmmakers, developers and architects translated the science into an emotional ad visceral experience utilizing some of today's most innovative technologies.
THINK consisted of 3 distinct experiences: a real-time data visualisation of NYC systems being tracked and mapped on a 123-foot digital wall; a 10-minute film playing in an immersive field of 40 digital panels; and interactive modules that invited participants to contribute their thoughts on progress.

Explain why the method of promotion was most relevant to the product or service.
THINK was creatively and technologically ambitious in its execution while still adhering to the ultimate purpose of educating and inspiring the public to understand technology as we enter a new era of innovation. Audiences were given first-hand experience with new forms of technology and were introduced to IBM’s vision for its next century in a completely new, compelling, and engaging way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
IBM polled exhibit visitors and found that 88% of adults and 91% of kids enjoyed the experience a lot, and more than 70% of adults felt inspired to think more about making the world work better. The survey showed a 57% increase in the public’s familiarity with the IBM brand and its Smarter Planet agenda. Press coverage included features by the New York Times, ABC News, Scientific American, the Huffington Post and many other outlets. More than 1.9m Twitter impressions to at least 250,000 people from 1,300 tweets about THINK were logged from September 5th to October 28th, 2011.