Campaign details

Agency: Ogilvy

Demonstrate IBM's new brand promise at Wimbledon and generate leads for IBM Cloud.

Strategy

Campaign objectives were to demonstrate IBM's new brand promise "Let's put smart to work" and generate leads for IBM Cloud. Wimbledon, where IBM is the Official Technology Supplier, provided a great platform to reach tech decision-makers.

A carefully designed multi-channel, integrated three-touch communications journey engaged technology decision-makers in a fan mindset to consider IBM Cloud.

Dynamic execution of the strategy enabled daily optimisation of media, assets and content by a cross-client and agency team using live social listening. This ensured a balance of visitor volumes including those who were most engaged with the content.

Creativity

Wimbledon coincided with other major sports events, not least the football World Cup. IBM and Ogilvy needed to engage fans who were inevitably drawn to coverage of other tournaments.