2018 Bronze Best digital performance

Agency: Ogilvy

Client: IBM

Campaign name: #Findtheadvantage

Campaign overview

Asking tech decision-makers to #Findtheadvantage

The brief

Demonstrate IBM’s new brand promise at Wimbledon and generate leads for IBM Cloud

Strategy

Campaign objectives were to demonstrate IBM’s new brand promise “Let’s put smart to work” and generate leads for IBM Cloud. Wimbledon, where IBM is the Official Technology Supplier, provided a great platform to reach tech decision-makers.

A carefully designed multi-channel, integrated three-touch communications journey engaged technology decisionmakers in a fan mindset to consider IBM Cloud.

Dynamic execution of the strategy enabled daily optimisation of media, assets and content by a cross-client and agency team using live social listening.

This ensured a balance of visitor volumes including those who were most engaged with the content.

Creativity

Wimbledon coincided with other major sports events, not least the football World Cup. IBM and Ogilvy needed to engage fans who were inevitably drawn to coverage of other tournaments.

The creative capitalised on this wider sporting interest by asking how one sport could find an advantage from another – for example, “What if England held their nerve in a penalty shoot-out like tennis players do at championship point?”

Questions were asked across touchpoints to explore advantages.

Touchpoint 1: digital banners and OOH at Heathrow linked to Sky Sports content driven by IBM Watson insight.

Touchpoint 2: similar comms with added social media underpinning a Wimbledon page on IBM.com, showing how the business helped a lawn tennis club elevate to world-renowned status for the
Championship fortnight.

Touchpoint 3: digital banners demonstrated how IBM puts smart to work with Cloud in a business environment to deliver advantages.

Results

For judges eyes only

Team

Ogilvy - Charlie Wilson, Executive Creative Director - Tristan Pride, Creative Director - Ben Evenett, Creative - James Roberts, Creative - Coby Wilson, Project Manager - Gareth Richards, Group Managing Director - Nina Mynk, Planning Partner - Max Bray Account Manager - James Sexton, Associate Creative Director - Lisa Hicks, Digital & Social Media Manager - Andy Wolfe, Animator - Julie Featherstone, Senior Designer

Mindshare - James Weatherill, Client Leader - Jo Caisley, Creative Director - Daleep Dehal, Planning Director - Olivia Joy, Planning Director - James Faulkner, Account Director, Charlie Foster, Account Director - Laura Gowans, Account Executive

IBM - Cheryl Clarke, Brand and Advertising Manager - Sam Seddon, Wimbledon and RFU Client & Programme Executive - Sarah Warsaw, Brand Systems, Digital Lead - Andrew Watkins, Advertising Professional

Contributors

Mindshare