IBM Japan: Bluehub

This case study describes how IBM Japan, the technology company, rebranded itself for the startup audience in order to succeed in the age of cloud computing.

IBM Japan: Bluehub

Campaign details

Brand owner: IBMLead agency: Ogilvy & Mather JapanBrand: IBM BlueHubCountry: JapanIndustry Information technologyMedia: Online video, Social media, Sponsorship - event, propertyBudget: Up to 500k

Executive summary

Rebranding the biggest, oldest technology company with the youngest, hippest audience in technology (on a media budget less than US$30,000).

To succeed in the age of cloud computing IBM needed to rebuild their relationships with entrepreneurs and startups. Startups can explode into multi-billion dollar companies in a matter of days or weeks. IBM had to be...

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