We all knew IBM was at its best not when it talked about a server but when it was telling a story that pulled everything together - the people, the scale, the knowledge base, the untold collaboration and the spirit and dedication of the IBM company. So it came as no surprise that a brand research study fell right into line. A business-person’s perceptions of IBM were shifted most dramatically, most quickly, and most positively when exposed to great IBM stories. “Great” meaning stories that went beyond product and beyond business. The big stories. The just plain cool stories. The ones that give you goosebumps. Our idea for the web 2.0 world? The Documentary Project, a series of short films spanning topics such as preventing the next pandemic to fighting crime with the NYPD to mapping the human genome.

The program out-performed established rolling averages for branded attention (+63%), motivation (+25%) and feelings toward IBM (+ 64%). A pre/post study by CNBC also showed the positive global impact of the program through increases in key consideration metrics. Unprompted consideration: US + 70%, Europe + 42%, and Asia + 116%.