Built upon the creative platform of the IBM ‘What makes you special?’ global brand campaign, our strategic challenge was to make a leadership claim on ‘innovation’. More specifically, to show how IBM helps Wimbledon apply innovation to enhance the experience of stakeholders.We achieved cut-through by using stand-out creative to deliver relevant business innovation messages in innovative ways.

Employing Bluecasting technology, a Bluetooth-enabled tree delivered real-time Wimbledon scores to mobile phones, in the heart of London’s business district. This kept our target audience up-to-date with play whilst raising awareness of innovative real-time business solutions from IBM.

Given the FIFA World Cup activity that was taking place at the same time, the fact that this campaign ran for only 2 weeks, and that our target audience is notoriously hard to engage, the campaign generated impressive results. The Bluetooth activity generated an 8.3% response rate; the MPU delivered 0.91% response rate - a 400% increase on last year’s results! - and the Web site generated a 10% increase over 2005 results.