IBM: Smarter Cities Connect
Charlie Lowe and Julian Webster
Campaign details
Brand owner: IBMLead agency: Ogilvy & Mather SingaporeBrand: IBM Smarter CitiesCountry: India and SingaporeIndustry Business-to-business, Government, social policy, Information technology, high-techChannels used: Events and experiential, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how IBM promoted their Smarter Cities conversation forum on LinkedIn to Singaporeans.
IBM experienced significant challenges when it came to developing the optimal marketing mix for their Smarter Cities offering in Singapore. Factors such as stagnating budgets, increased competitor...