The Brief

IBM is constantly inventing newer business technologies, which enable the world to do more, and do things previously not thought possible. With IBM by their side, businesses no longer had any excuse not to be doing the things they needed to do. This fact about IBM needed to be communicated to CEOs/CIOs of large business organizations and senior government officials.

Creative Execution

The key words in the IBM campaign were - "Start Doing" - connoting action. And what better way to communicate 'Doing' than the world's 1st ever dictionary of action words - verbs. It led clients (and even non-clients) to understand the philosophy and strength of the campaign.

Describe the creative solution to the brief/objective.

This IBM philosophy was encapsulated in a worldwide campaign that urged everyone to 'Stop talking. Start Doing'. As a part of this campaign, we needed a DM that would not only get the recipient's attention but would also be cherished, kept and shown around. We created just that, a dictionary comprising of only verbs - possibly the first such piece in the world - that captures the spirit of action. This 478 page dictionary with almost 10,000 verbs listed was developed in collaboration with linguists and grammarians.

Results

As an element of the corporate campaign, the task for the DM was to create curiosity about IBM and how it can help businesses to get things done. Which it achieved quite well. Within days of this DM going out, the IBM website had thousands of hits from clients logging on to check out the things IBM had done and had helped clients to do. Things like 'Invent', 'Save', 'Grow', 'Lead'