IBM: ITer
Brand: IBMAdvertiser: IBM ChinaAgency: OgilvyOne BeijingCampaign Duration: 2009-2010
Summary
ITer, IBM's new approach to direct marketing, is the story of how a content and community platform brought about relief for the over-worked, cynical, under-motivated and increasingly indifferent IT professional in China. He was looking for inspiration but got information; wanted insights but got facts; needed ideas but received messages in set templates.
By creating ITer, a specialized IT magazine from IBM, and investing in it first as an offline content vehicle and then as an online content and community platform,...