IBM: Let's Build a Smarter Planet
Ogilvy & Mather
SUMMARY: LAUNCHING A GLOBAL AGENDA
In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today to make the systems of the world – energy, traffic, education, water – work better. Work SMARTER. And IBM had the technology and know-how to build a Smarter Planet if THE WORLD could find THE WILL to build it.
In order to stimulate a long term discussion, we had to use our channels differently:
Launch as a Speech Video as Documentaries
IBMers as Evangelists Media as Partnership
Print as Editorial Events as Forums
Our new communication model was not only ground breaking but also highly effective in getting the attention and participation of the world's most critical forward thinkers.