IBM Smarter Rugby
OgilvyOne UK
The team
Charlie Wilson, Emma de la Fosse, Pavlos Themistocleous, Andy Davis, Matt Vickers, Samantha Knock, Nina Mynk, Alison Cummins, Stephen Pipe.
How did the campaign make a difference?
To engage C-level executives, this campaign showcased how IBM's analytics software could transform businesses via an analogy where ordinary rugby fans were turned into smarter fans. It delivered an ROI of £30 for every £1 spent. Research showed sponsorship awareness of almost twice the norm for sports – 82% more than the ITV historical average.
What details of the strategy make this a winning entry?
IBM's...