| Title | I'M AN ITER |
| Brand | IBM |
| Product / Service | IBM |
| Category | C01. Integrated Media Campaign |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising Agency: | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Wang Fei, Pudding Zhang | Ogilvy Beijing | Art Directors |
| Zhang Bozhan | Ogilvy Beijing | Copywriter |
| Suya Wang, Derek Zhang | Ogilvy Beijing | Account Team |
In the end, IBM reached over 1 million top IT professionals, the opinion leaders in their field. Along the way, ITer helped IBM create buzz and gain greater influence. What's more, it's projected to boost business leads in 2011 17 times! And at the same time connected with the industry in an entirely new way that supports IBM's image as a brand innovator!
The IBM DM went from communicating to providing content,; from giving information to providing insight; from simply reaching a target to creating a community; from producing a database to enriching one. We created the ITer, a magazine that was first bundled to an influential magazine. It quickly gained a reputation for being a leading beacon in the industry. Then ITer went online which added a whole new dimension reaching more people, more deeply than ever before.
The strategy was to repackage an IBM DM campaign, so it would do more, be more and achieve more. Every year IT professionals are flooded with DM. Most get thrown away. So we decided to re-frame what DM could be for IBM when reaching IT professionals.