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...