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 challenge is to be seen to offer analytics and software by business decision-makers, not just hardware and services. These senior figures don't gravitate towards IBM, unlike IT colleagues. So how to get them interested in IBM's analytics? The strategy was to engage them outside of work through the Rugby World Cup. This was the perfect opportunity to prompt their awareness of IBM's analytics software. IBM research showed that 59% use a smartphone or tablet to access IT information, so a fully integrated online, mobile, social and search package was created. The campaign took advantage of itv.com assets and reach to amplify the message beyond IBM channels.

How did creativity bring the strategy to life?