| Title | WINNING CHIP |
| Brand | IBM |
| Product / Service | IBM IT SOLUTIONS |
| Category | B03. Business Products & Services |
| Entrant | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
| DM/Advertising Agency: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Selina Ang | Ogilvy Malaysia | Executive Director |
| Lee Siew Tin | Ogilvy Malaysia | Creative Director |
| Celestine Lau | Ogilvy Malaysia | Copywriter |
| Wong Chin Wei | Ogilvy Malaysia | Art Director |
| Alan Tan | Ogilvy Malaysia | Associate Account Director |
| Aaron Foong | Ogilvy Malaysia | Account Executive |
| Jennifer Choi | Ogilvy Singapore | Senior Account Manager |
| Rajnish Suneja | Ogilvy Singapore | Group Account Director |
| Koh Kiam Seng | Ogilvy Malaysia | Production |
2009. The year shadowed by the global economic crisis. Competitors such as Sun, Dell and HP began pushing IT solutions to help organizations weather the crisis. But IBM wanted to demonstrate that its solutions could help companies not just survive, but emerge as winners. IBM sent Direct Mailers to CIOs (Chief Information Officers) who currently use competitors’ products to: • demonstrate that change is imperative. And it's easy, with IBM. • persuade the CIOs to migrate to IBM. A goal of US$1.5million in validated leads was set. • position IBM as a credible IT leader that provides winning solutions.
CIOs have little time to spare and are unlikely to pay attention to direct-response envelopes. Hence IBM’s message has to be highly intrusive and immediately relevant to the CIO. A hand-delivered 3D direct mail pack helps to achieve this. • A lead-generation pack, it contains an elegant game set that immediately engages the CIO on a personal level. • By using a popular strategy game, IBM demonstrates that its game-changing solutions can make the CIO a winner. • The beautiful game set serves as a high-impact conversation starter and a long-term retention piece.
A selection of CIOs who use competitors' products received Reversi* game sets which showed a losing situation. But there is one move left. The DM comes with a special White IBM chip and the CIO is urged to take it and place it on the board. Once placed, the CIO is able to flip a losing situation into a winning one. Easy. * Reversi (or Othello) is a popular board game for two players, each represented by Black or White chips. The winner is the player with the majority of his/her chips on the board. Game rules were included in the DM packs.
• The campaign’s measurement of success is generation of validated leads worth US$1.5 million in a month. • One week after delivery, the DM packs had generated US$4.5 million in validated leads, overachieving the target by 300%. • Leads continued to come in and the campaign has clearly succeeded in convincing CIOs who use competitive products or services to switch to IBM IT solutions.