Cannes Lions

IBM RISK FORUM INVITATION

OGILVY BEIJING, Beijing / IBM / 2008

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Overview

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Overview

Description

IBM wanted to invite C-level executives in the finance, telecom and government sectors to a yearly forum covering the less than exciting subject of Governance Risk Management (GRM), or IT risk management.

Execution

By sending a ridiculous new invention, such as The RiskRisk Spotter, IBM had an engaging way to make the point that no simple tool can help align IT initiatives while protecting against hard to predict risk. Only through careful guidance and thoroughly planned governance solutions, like those offered by IBM, can successful risk management be achieved.

Outcome

Nothing short of record-breaking. Getting this C-level target to make time for a Forum isn't easy to begin with. But an astounding 87% of those who received the DM attended the event! A result many, many times greater than IBM had ever achieved before on any invitation DM. Additionally, a number of recipients called to express the fun their office had with the amusing tool; something the IT world really appreciated as it may be in short supply.

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