Title | ORIENTAL FORTUNE TELLING BOOK |
Brand | IBM |
Product / Service | GREEN DATACENTER CONSULTING |
Category | A01. Mailings |
Entrant | OGILVYONE KOREA Seoul, KOREA |
Entrant Company: | OGILVYONE KOREA Seoul, KOREA |
DM/Advertising Agency: | OGILVYONE KOREA Seoul, KOREA |
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 |
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.
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.
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.
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.