IBM: Parallel paths

This case study describes a campaign in China by IBM, the technology company, which used a 'social business' message to promote its social application tools in a changing market.

IBM: Parallel paths

Ogilvy Beijing

Entry Information

Country where program ran: ChinaProgram start date: 03/15/12Program end date: 06/15/12Advertiser/Client Name: IBMProduct/Service Description:Internet has gone social and so have people online. This is true for not just life outside of work but also business. With the rise of gazillion social tools like Facebook, Google Mail, and Google Circles among others, Lotus Notes, along – with the entire portfolio of IBM's social application tools has been losing its luster. In order to resurrect Lotus Notes, and to provide a broader platform to socialize IBM's...

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