Cannes Lions

IBM

OGILVYONE WORLDWIDE, London / IBM / 2005

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Overview

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Credits

Overview

Description

As a solution, IBM developed an online exhibition to showcase their infrastructure and business solutions, allowing visitors to browse and explore areas of interest at their leisure.

The creative solution was developed from the insight that taking away goody bags characterises attending real events. We mailed a carrier bag containing an invitation with a venue map – the surprise being that customers’ only need to go online to attend. An incentive of a memory key was offered for registering.

Execution

The creative executions demonstrated how IBM solutions uses data to bring Wimbledon to the world - in real-time in each medium. SMB IT managers and senior decision makers were targeted in in high frequency areas and on websites they visit. Poster sites in stations provided point by point scores live, as did liveried cabs, an MPU provided scores, weather reports, ball speeds and match schedules. An incentive of a screensaver offering constantly updated material encouraged contact registration. Like all other communications it provided a live demonstration of what IBM can do for businesses.

Outcome

Results of the activity were benchmarked against an actual ‘physical’ event hosted in November 2003.Number of responses increased 657%. Physical event response 0.7%. 159 responses versus online event 4.6%/918 responses.

Number of attendees/registrants increased 213%. Physical event attendees 31%/ 50 attendees versus online event 66%/605 responses.A total of 35 leads were generated, worth an estimated £1.5 million.

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