IBM Asean: Redefining Loyalty
OgilvyOne Worldwide Malaysia
ENTRY INFORMATION
Category: Information TechnologiesCountry where program ran: 5 ASEAN countriesDate program started/ended: 15th September to 31st December 2009
Product Description: IBM IT solutions related to storage systems, infrastructure and software.
Advertiser/Client Name: IBM ASEANMedia Channels: Direct MailOther
STRATEGY
Marketplace Challenge:
IBM was the leading provider of data storage systems and solutions but it found other brands eating into its market share when the economic crisis hit. Financial uncertainties and a myriad of market challenges had compelled many customers to slash their IT...