ORIENTAL FORTUNE TELLING BOOK

TitleORIENTAL FORTUNE TELLING BOOK
BrandIBM
Product / ServiceGREEN DATACENTER CONSULTING
CategoryA01. Mailings
EntrantOGILVYONE KOREA Seoul, KOREA
Entrant Company:OGILVYONE KOREA Seoul, KOREA
DM/Advertising Agency:OGILVYONE KOREA Seoul, KOREA

Credits

Credits

Name Company Position
Wain Choi  DiamondOgilvy Executive Creative Director
Yeonjoo Shin OgilvyOne Creative Director
Kyoungmin Do RedWorks Designer
Hakil Lee OgilvyOne Art Director
Hyngyu Kim RedWorks Designer
Andy Kim OgilvyOne Senior Copywriter
Junghwa Seo OgilvyOne Copywriter
Rachel Lee OgilvyOne Account Executive
Keunho Kim OgilvyOne Account Director
Woojin Kang OgilvyOne Account Director

The Brief

While spreading awareness that data center affects global warming, companies have begun to pay attention to Green Data Center. However, they have no idea what to do to build Green Data Center and how the condition of their data center is. To those whom, IT TO-JEONG-BI-GYEOL gives a chance to check their data center condition and consulting to build Green Data Center.

Creative Execution

Strong Point: Data Center has been always expressed as a western subject. However, it is newly attempted to reinterpret in eastern TO-JEONG-BI-GYEOL and it won targets’ refreshing sympathy by matching the timeliness of reading their New Year’s fortune.

Describe the creative solution to the brief/objective.

Solution: In the Orient, people traditionally have read their New Year’s fortune through TO-JEONG-BI-GYEOL (oriental fortune telling book) at year-end and New Year´s, so we could use timely such people’s curiosity. According to TO-JEONG-BI-GYEOL, movement principle of a heavenly body is divided into 3 parts - Heaven, Earth and Man, and people’s destiny is determined by their harmony. By applying this to data center’s destiny, Heaven is designed as lifecycle, Earth as integrated system, Man as strategy & management. All these parts are made to test by themselves. Based on the test result, IT TO-JEONG-BI-GYEOL suggest a simple solution and detail consulting was offered only when people make a request for it via faxback.

Results

Result : 650 DMs are produced and delivered to the target and eDMs are made along with for multi touch. We tracked down people who responded via faxback and as a result, 10 deals are successfully made and made profits for $567K from it.