IBM Rational Software Conference: The Proposal

IBM hoped to draw attendees to its developers conference but needed a way to stand out. Pushing aside the stereotype of tech nerds, a campaign reached out to prospects' creative side.

IBM Rational Software Conference: The Proposal

Ogilvy Beijing

ENTRY INFORMATION

Category: Information Technologies

Country where program ran: China

Date program started/ended: May 2009 / August 2009

Product Description: IBM Rational software helps you deliver greater value from your investments in software and systems. It enables organizations to seize business opportunities, achieve precision in desired business outcomes, and execute with reduced risk and cost. The Rationale conference is a business forum that provides orientation about all the product’s benefits.

Advertiser/Client Name: IBM

Media Channels: Web Advertising

Website: http://events.csdn.net/IBM/RSC/

STRATEGY

Marketplace Challenge:

Every year a...

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