| Title | ANALYTICS WITHOUT THE ANALYTICS |
| Brand | IBM |
| Product / Service | IBM |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising/Web Design Agency: | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Sean Shi | Ogilvy Beijing | Creative Director |
| Teonghoe Teng, William Liu | Ogilvy Beijing | Art Directors |
| Wei Xu | Ogilvy Beijing | Copywriter |
| Lily Tung, Lee Sheng, Suya Wang, Sissi Lee, Yingying Wang | Ogilvy Beijing | Account Team |
| Cecilia Zhou, Rachel Hu | Ogilvy Beijing | PR Team |
| Morris Ku | Ogilvy Beijing | Video Producer |
| Yuhong Wang, Chuangye Yan, Jingxin Guo, Jinhua Qi, Kun Zhang | IBM | Client Team |
| fm-interactive | Vendor |
To introduce BAO (Business Analytics Optimization) to a C-Suite target, IBM decided to take a very different approach. As one of the IBM tool’s best cases had taken place in Africa with AIDs research, a young Chinese journalist was sent there to communicate all kinds of cultural information about the increasingly topical continent. Along the way, followers numbered in the tens of thousands, while IBM added BAO as a responder, providing an informative dialogue about the case so it was understood and appreciated in context. The result being IBM involving its audience instead of feeding them too much analytics-speak.