THE PROPOSAL by Ogilvy & Mather Beijing for IBM

Adsarchive » Promo » IBM » THE PROPOSAL

THE PROPOSAL

Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Promo & PR
Market China
Agency Ogilvy & Mather Beijing
Creative Director Sean Shi
Art Director Liu Fang, Teonghoe Teng, William Liu
Copywriter Fish Yu, Xu Wei Bing
Producer Zhuang Yu, Wang Daqing
Released June 2009

Awards

Caples Awards 2010
Other Media Viral video marketing Finalist

Credits & Description

Category: Business Products & Services
Advertiser: IBM - CHINA RESEARCH LABORATORY
Product/Service: SOFTWARE DEVELOPERS
Agency: OGILVY BEIJING
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: OGILVY BEIJING, CHINA
Entry URL: http://www.our-work.org/ibm/proposal
Executive Creative Directcor: Doug Schiff (Ogilvy Beijing)
Creative Director: Sean Shi (Ogilvy Beijing)
Art Director: Teonghoe Teng, Liu Fang, William Liu (Ogilvy Beijing)
Copywriter: Fish Yu, Wei Xu (Ogilvy Beijing)
Account Team: Lily Tung, Kelly Bai, Andy Liu, Suya Wang, Nicole Wu (Ogilvy Beijing)
Producer: Wang Daqing, Zhuang Yu (Ogilvy Beijing)
Post Production: (Light Box)
Project Manager: He Huiling (Ogilvy Beijing)
Media placement: Viral - Video Sites - June 15, 2009

Describe the objective of the promotion.
Software developers get invited to a lot of conferences, nearly one every two weeks. So the objectives were challenging: 1. Create buzz among developers for the Rational Software Conference (RSC) 2009 2. Fill the 1200 seats with software developers. 3. Reach 100,000 more through a live conference webcast 4. Generate new leads worth at least US$2 million through the conference 5. Improve ROI for both validated leads and attendees.

Describe how the promotion developed from concept to implementation
A viral video was placed on video sites, sent to IT bloggers and SNS pages. In the video, a developer with help from his techie friends puts together a mobile phone light show; actually it’s a creative marriage proposal to his girlfriend. After the viewer searched the keyword at the video's end, they were taken to IBM Rational conference discussion groups, and then could click through to register.

Describe the success of the promotion with both client and consumer including some quantifiable results
The vira title: 'Look how a software developer proposes!' attracted the attention of millions. In fact, within one month, 2,200,000 people had viewed the video. Through further exposure on 3rd party websites, over 21,875,000 impressions were created, adding greater momentum in favour of the conference. Attendance (1716) was 43% above target. Online viewership (Webcast) reached 260,000, 160% above target. Actual revenue through validated leads totaled $9,23M, 54% above target. And the cost of new leads climbed 123% to 32 per dollar spent. But the less quantifiable achievement is how innovation was positively reflected onto IBM.

Explain why the method of promotion was most relevant to the product or service
The campaign concept was based on the insight that developers aren't robotic dullards, but actually quite creative, and have a real passion for DIY innovation. This led to the idea that could help but intrigue the target audience as they wondered how the stunt within the video was made. It created huge buzz among the developer community, becoming extremely viral as senders of the video appeared ingenious by association. It also very much distinguished the IBM RSC conference from the many others striving for their attention.