IBM Promo LOTUS T5 by OgilvyOne London

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LOTUS T5

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Industry IT Solutions & Professional Networks
Media Promo & PR
Market United Kingdom
Agency OgilvyOne London
Creative Director Emma De La Fosse, Charlie Wilson
Art Director Kristal Knight
Copywriter Katriona Gordon
Producer Rosemary Faulkner
Released June 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: IBM
Product/Service: LOTUSLIVE
Agency: OGILVYONE WORLDWIDE
Date of First Appearance: Jun 21 2010
Entry URL: http://www.creative-awards.co.uk/2011/IBM/LotusT5/promo/
Copywriter: Katriona Gordon (OgilvyOne London)
Art Director: Kristal Knight (OgilvyOne London)
Creative Director: Charlie Wilson (OgilvyOne London)
Creative Director: Emma de la Fosse (OgilvyOne London)
Head of Creative Digital: Pavlos Themistocleous (OgilvyOne London)
Head of Tech: Mark Sweatman (OgilvyOne London)
Producer: Rosemary Faulkner (OgilvyOne London)
Business Partner: Phil White (OgilvyOne London)
Account Manager: Kieran Bradshaw (OgilvyOne London)
Senior Planner: Nina Mynk (OgilvyOne London)
Account Executive: Ella Tomlin Kedge (OgilvyOne London)
Media placement: 73 LCD Panels - London Heathrow Terminal 5 Departure Lounge - 21 June 2010

Describe the objective of the promotion.
People thought that Lotus was just an email program. They didn’t know that it could actually connect multiple sources of live data. We wanted to change this perception and get business people to make it part of their IT strategy.

We knew the audience was a tough one to crack, so we had to do something out of the out of the ordinary, somewhere we could catch their attention.

So we decided to do more than just tell the audience about Lotus’ data connecting capabilities - we decided to stage a live event to show them. From there they would be driven to the Lotus website, where they could download a trackable widget.

Describe how the promotion developed from concept to implementation.
We took over Heathrow’s Terminal 5 departure lounge for the two weeks of the Wimbledon Tennis Championships.

Then to promote Lotus’ live data connecting capabilities, we took live scores from Wimbledon and live air traffic control data from Heathrow, then mashed it up with tennis players’ nationalities to create live, customised updates for passengers.

The updates looked just like the official airport ones and over 300 of them appeared on all 73 digital airport screens - transforming the departure lounge for the whole of Wimbledon fortnight.

The live event was supported by a Wimbledon widget that delivered live scores to Lotus browsers.

Explain why the method of promotion was most relevant to the product or service.
The promotion had to take place somewhere the audience had time to dwell – an airport departure lounge was perfect.

And, by using data that people were actually interested in, we made a potentially dry topic surprising, engaging, witty and, most importantly, useful. While the subtle design meant the promotion seamlessly integrated into the airport environment, resulting in a more prolonged interest and observation.

It was the first time that this type of data fusing had ever been attempted, creating a buzz and making it a perfect match for IBM's innovative reputation. The work also promoted IBM’s special relationship with Wimbledon.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity made Lotus a talking point amongst potential customers. It went from being thought of as a tired email system, to a clever and dynamic program that could help your businesses work more effectively.

During the period that the event was live, visits to the website rose by an exceptional 300%. From there our Lotus Wimbledon widget was installed by over 1,800 people, creating new leads at 656 different companies.