Campaign details

Brand: IBM
Agency: Ketchum

Challenge

Technology's Best-Kept Secret

Blockchain – the technology that fundamentally changes the way businesses conduct transactions – is now so mainstream that it has been covered by outlets from USA Today to The New York Times.

But it wasn't always that way. In early 2016, media coverage was limited to niche Bitcoin publications and a few financial and technology reporters who were struggling to grasp the breadth of the applications of blockchain technology. Even worse, most of the reporters who were covering blockchain only associated it with Bitcoin, which had a less than stellar reputation for trust and security.

As an early blockchain innovator, IBM wanted to raise awareness about the broad applications of blockchain, and its capacity to revolutionize trusted transactions across industries. The first hurdle to clear was educating the broad media universe about this cryptic transaction technology.

Insights