IBM Wimbledon Smarter Fans

IBM, the technology and business services group, faces a challenge in getting business decision-makers to consider it as a supplier of analytics and software as well as hardware and services.

IBM Wimbledon Smarter Fans

OgilvyOne UK

The team

Charlie Wilson, Emma de la Fosse, Pavlos Themistocleous, Kristal Knight, Katriona Gordon, Matt Vickers, Samantha Knock, Nina Mynk, Rosemary Faulkner, Chau Teresa.

How did the campaign make a difference?

The IBM SlamTracker at Wimbledon predicted what players needed to do to win. This work drew the obvious analogy on what this could mean for hard-to-reach decision-makers’ businesses. The result was 30 leads, representing an ROI of £9 for every £1 spent.

What details of the strategy make this a winning entry?

IBM's challenge is to be seen to offer analytics and software,...

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