The new "What Makes You Special?" campaign brings IBM’s "innovation that matters" initiative to life. It is a big, important, global brand idea that positions IBM and its unique combination of advanced technology and deep business acumen as a powerful solution for companies striving to differentiate themselves and achieve profitable growth. In an era when commoditisation happens at unprecedented speed, IBM’s combined business and IT expertise help businesses become unique and competitively differentiated. Simply put, IBM helps companies make themselves special. This promise is proving to be a strong differentiator for the brand and targets c-level business leaders.

The Special campaign launched in the US with the following advertising mediums:- Print manifesto - 3/10- Internal IBM lobby and posters, email blast, screensaver - 3/10- Interactive advertising - 3/10. It included banners, site, paid search and a module advertising the campaign on IBM’s homepage. There were 4 rich media banners and an expandable banner utilising PointRoll technology, featuring a TV spot and different case studies.

- 5 TV spots - 3/11- 6 sustaining print ads - 3/27- 4 Domain/ITS specific print ads - 4/17 - Outdoor – 5/1