IBM: Tech Pioneers

Nicholas Short, Stacy Yuan, Dorothy Liu

IBM, a multinational technology corporation, launched a campaign in China to boost consumer awareness and convey the product benefits of the Hybrid Cloud.
h3>Campaign details

Brand: IBMBrand owner: IBMEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Technology & electronicsMedia channels: Outdoor, Out-of-home, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

IBM needed to boost consumer awareness of its Hybrid Cloud product in China while effectively conveying the product’s benefits to its Chinese audience, who are C-level executives and decision-makers from big corporations.

To do this, IBM partnered with famed Chinese producer and talk show host, Yang Lan, as well...

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