The Brief

Lack of bandwidth is a big problem in China. It affects both capacity and speed, debilitating business along the way. But IBM has a server that adopts a faster chipset allowing bandwidth to expand. The task was how to effectively explain. Target drawn from existing or new customers? Both new and existing. Strategy of the campaign? The strategy was to communicate through the usual vehicle, but do so in a way that surprises.

Creative Execution

The execution was extremely relevant as it was able to both surprise the viewer while having them experience the issue that the IBM problem actually solves—slow bandwidth. By having the viewer experience within the eDM, the very problem the IBM product solves, it makes the communication much more memorable and relevant. And by creating that kind of surprise in a place the target didn't expect it, the message becomes all the more memorable, all the more impactful. IBM already enjoys a leadership position, in terms of bringing new technology to the marketplace. But it also is known as an innovator, This kind of communication helps to reinforce all the brand stands for.

Describe the creative solution to the brief/objective.

The solution was to communicate through an email, both inexpensive and able to carry a good amount of information. It also provides a clear path to finding out more easily and instantly.

Results

The 'streak' email was created to begin a conversation with the target, which it certainly did. The click rate was 34%, while the open rate was over 6%. Both of these results was better than twice IBM's email average.* * Source, IBM.