| Title | THE PROPOSAL |
| Brand | IBM |
| Product / Service | IBM |
| Category | C01. Viral & Email Marketing |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising/Web Design Agency: | OGILVY BEIJING, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Sean Shi | Ogilvy Beijing | Creative Director |
| Teonghoe Teng, Liu Fang, William Liu | Ogilvy Beijing | Art Directors |
| Fish Yu, Wei Xu | Ogilvy Beijing | Copywriters |
| Lily Tung, Kelly Bai, Andy Liu, Suya Wang, Nicole Wu | Ogilvy Beijing | Account Supervisors |
| Wang Daqing, Zhuang Yu | Ogilvy Beijing | Producers |
| He Huiling | Ogilvy Beijing | Project Manager |
| Light Box | Post Production |
As IBM was hosting the Rational Software Conference of 2009 their challenge was to connect with developers in a unique, meaningful way. The campaign’s insight was that developers have a tremendous passion for do-it-yourself innovation. This led to us seeding a viral video deep within the IT digital community. In the video, a developer puts together a mobile phone light show; actually it’s a creative marriage proposal to his girlfriend. Seen on SNS and video sites, and on the most influential IT blogs, it sent viewers to software discussion groups, where they could click through to register for the Conference.