Cannes Lions

IBM

OGILVY BEIJING, Beijing / IBM / 2011

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Overview

Entries

Credits

Overview

Description

The ITer was a magazine and a IT blog that was reaching its target, but not exciting or relating well enough to its target. Therefore, the client wanted to give it new life.

Execution

The video, which is the piece entered, is a thoughtful piece that came after interviewing IT managers and hearing their stories. Hearing how they felt about themselves and how they went about their daily work. This helped to created the main character of the animated video, and from there a 3D CGI studio got involved. In addition, one of China's rising hip-hop stars wrote the music

Outcome

In the end, IBM reached over 1 million top IT professionals, the opinion leaders in their field. Along the way, ITer helped IBM create buzz and gain greater influence. What's more, it's projected to boost business leads in 2011 17 times! And at the same time connected with the industry in an entirely new way that supports IBM's image as a brand innovator!

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