Brand: IBM
Advertiser: IBM China
Agency: OgilvyOne Beijing
Campaign Duration: 2009-2010


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, IBM offered the IT professional not just inspiration, insights and ideas, but also an opportunity to connect with other professionals. ITer worked with IBM's positioning of 'Building a smarter planet' by offering a new platform that could do justice to this promise.