2005 marked the 20th anniversary of the partnership between IBM and the French Open.

IBM France's key message for 2005 was "Innovation." The two handily collided, and Ogilvy France created a world first: a multiplayer online game inside a skyscraper!

The banner included a combination of features never before seen in a banner, including: Avatar customisation, registration and log-on module, send to a friend function, leader board and a chat module.The banner open rate approached 30% over the two-week campaign, with an average interaction time of over six minutes for the 2.4 million users who interacted with the banner.