Cannes Lions

Unboring Tips

OGILVY BRASIL, Sao Paulo / IBM / 2016

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Overview

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Overview

Description

While travelling to a famous destination, it is common that people go to the same places and do the same things as everyone else. But the truth is: there is so much more to enjoy than that same old tourist spots.

In order to make IBM Cloud tangible, exemplify its power and bring it to life, we used IBM's capabilities to search, analyze and deliver different options of what to do in each destination. This information was shown to targeted individuals, increasing the assertiveness of the messages.

IBM Unboring Tips was the first data-driven panel to use cloud solutions to combine information from airport's database, travel guides, websites and even weather forecast to provide real-time relevant and surprising travel advices where people need them the most: right before boarding.

With all this, IBM could draw attention for its Cloud service, besides positioning itself as a modern brand that is close to its public.

Execution

To bring IBM Unboring Tips to life, it was necessary to implement a new kind of experience into a preexistent platform: Video Wall In Line panels. Because of that, we had to negotiate and develop a new media format in partnership with Modern, the company that manages the panels provided by Guarulhos Airport.

IBM Unboring Tips was launched in the beginning of December and aired until the end of the month. The reason why we chose this date range was based in the fact that the number of travelers increases during this period and that we wanted to boost IBM Cloud's campaign, which was on air since June.

Outcome

Even if IBM is one of the most valuable and recognized technology brands worldwide, it is commonly not mentioned as a Cloud provider. So for this job, IBM wanted to raise awareness about its service by developing an idea that made the Cloud tangible and close to the public.

During the month of December, the panels were placed in Guarulhos Airport, the largest one in Latin America. It is the time of the year when Brazilian airports are most crowded, either by people going on vacation or executives making their final business trips of the year.

In only one month, more than 100 thousand inserts customized in real-time were responsible for impacting more than 760 thousand passengers. And during the month of December it was perceived an increase of 16% on search interest for IBM Cloud, compared to the same period on the previous year.

The panels drawn attention to IBM's Cloud solutions, but the most important was that it made possible for people to plan their trip differently, enjoying it even more.

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