IBM: Let's Build a Smarter Planet

Ogilvy & Mather


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.