S10. B2B (other)

The Shortlist
CAMPAIGN
Parallel Paths
AGENCY
Ogilvy Beijing
CLIENT
IBM
BRAND
LOTUS NOTES
OBJECTIVES
Lotus Notes, along with other IBM application tools, have been losing their luster the last couple of years. Sexier Google offerings and the emergence of other flashy social tools have usurped some of the interest and needs of IBM’s products. So to resurrect Lotus Notes in particular, but also provide a broader platform to introduce an IBM initiative called ‘Social Business’, IBM created the short film called Parallel Paths. Instead of a usual dry campaign pushing the features of Lotus Notes, Parallel Paths drew heavily upon an emerging change in Chinese society: the move away from working for the good of the group to working for the good of an individual. It also asks the relevant question of whether those competing in the office be trustworthy friends. The film weaves the features of Lotus Notes naturally into the plot of the story, demonstrating lesser-used functions and showing their value, without getting in the way of the tense drama. The results were far better than expected with a Weibo (China’s twitter, that shows videos) reach of nearly 12 million, with the value of verified intention to purchase increasing by 270% to a staggering $ 8.12 million. More than a 200% increase over the original goal of $ 4 million!
CAMPAIGN
Dare to Challenge: Project TCO
AGENCY
OgilvyOne Worldwide
CLIENT
IBM Taiwan
BRAND
IBM Power Systems, System Technology Group
OBJECTIVES
When enterprises were looking for a real “cost-effective” IT solution during uncertain economic environment, IBM launched the “Dare to Challenge: Project TCO” campaign targeting IT decision makers to remind them the key to enlarge IT value is to consider TCO (Total Cost of Ownership), not the acquisition cost on IT equipment. The campaign won 2012 BMA Ace Award, successfully generated 276 prospects to require for IBM system solution, with total US$ 9.5 million potential revenue value within one quarter. The marketing team only spent US$ 70,000 for this campaign, ROI reached 13,600%Key success factors for this campaign includes:1.Well-designed end-to-end customer journey that attract TA to experience, discuss and practice IBM’s value proposition.2.Creative strategy and content deep engaged with TA insights that successfully influenced them to review their decision making process.3.Efficient media and communication channel design. Using the most effective content for each channel such as comics on the most popular IT forum, interactive site on the largest IT portal, social media seeding to create discussion and using direct marketing pack for last-mile action. All channels have its own content presentation but with the core idea of emphasizing TCO’s value.The 3 stage communication and creative:1.Experience it on event site: Join the hardest ever TCO calculation challenge.2.Talk about it in social space: Don’t know the answer? Find out and win through your networking3.Realize the value: request the TCO guidebook from IBM and complete IT proposal perfectly