IBM Smarter Rugby

IBM, the technology and business services group, wanted to reach beyond IT departments and engage C-level, decision-making executives in the UK and make them aware of the potential of its analytics software.

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...

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