Wimbledon is a case study for IBM. Its technology allows the tennis tournament to supply its ‘business’ (live scores) to its customers (players, coaches, commentators and information sources). The surprising sight of a tennis ball flying past a plane window provided the ad’s opening hook. A helpdesk ticket then showed Wimbledon’s problem and IBM’s solution. The ad then went a step further and proved it, by giving passengers live scores at their seats.

As part of an integrated campaign, this media first was seen by 200,000 people. It perfectly illustrated IBM’s capabilities for delivering businesses the information they need, whenever and wherever they are – even at 37,000 feet.www.creative-awards.co.uk/cannes06/ibm/wimbledon/inflight