IBM Film, Digital Coded Classics Contest by Ogilvy Sao Paulo

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Coded Classics Contest

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Industry Software & Multimedia Productions, SaaS
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Ogilvy Sao Paulo
Released September 2012

Credits & Description

IBM Rational is a developer's restricted platform. This narrows our audience, making the engagement in social media more complex to get. We've managed to create a new communications channel by finding among Facebook users our target by just speaking their language and inviting them to participate on a contest. Users had tho share on the Contest Facebook Page wall programming codes referencing classic stories messages that could only understood only by developers. This strategy got this very niche target engaged to the campaign. By sharing their own coded version of the classics developers raised awareness that with IBM Rational coding can be easy as a fairy tale. The campaign was a success in numbers, but more then this, it created a new way to understand and communicate to our very specific audience.
Proving that coding is as easy as a fairy tale.
Creative Director Marcos Ribeiro
Copywriter Elisa Gorgatti
Art Director Mario Campello
Designer Sid Tomkins
Account Director Chad Cathers/ Carla Parretti
Account Supervisor Maria Fernanda Laudisio
Planner João Paulo Escobar