Title | ANALYTICS WITHOUT THE ANALYTICS |
Brand | IBM |
Product / Service | IBM |
Category | B01. Corporate Image & Information |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company: | OGILVY BEIJING, CHINA |
Sales Promotion/Advertising 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 |
Morris Ku | Ogilvy Beijing | Video Producer |
Lily Tung, Lee Sheng, Suya Wang, Sissi Lee, Yingying Wang | Ogilvy Beijing | Account Team |
Cecilia Zhou, Rachel Hu | Ogilvy Beijing | PR Team |
Yuhong Wang, Chuangye Yan, Jingxin Guo, Jinhua Qi, Kun Zhang | IBM | Client Team |
fm-interactive | Production Company |
IBM China was introducing their BAO (Business Analytics Optimization) tool to a C-Suite target through a standard industry Forum. So the brief became, how could they bring both the Forum and BAO offering to life in an unexpected, engaging way that wasn't weighed down by overly technical data-oriented analytics.
Since one of IBM's best BAO cases has been in its use in fighting AIDs in Africa, a young Chinese journalist was sent to begin a dialogue about a variety of topics the Chinese have been interested in; including African culture, everyday life as well as AIDs research. She related her experiences via Weibo, China's Twitter. The more topics she brought up, the more followers and responders she had. One responder was named BAO. Their back and forth dialogue explained how the IBM tool helped doctors explore new treatments. She also tweeted and posted video about other BAO cases.
Just a week after the campaign began, 41,510 were following the BAO Twitter (Weibo) journey, while over 9,700,000 were exposed to the social media campaign. Targeted potential Forum attendees were equally captivated by the Weibo exchanges and attendance exceeded goals by 37%. In the end, instead of becoming more technical and analytical, IBM became more human.
Since IBM was reaching more than just IT managers with this campaign, it was decided to make the talk about the analytical tool as interesting as possible, covering a wide range of topics about Africa, which was currently a hot topic among Chinese. It was particularly appropriate for the brand because IBM's image often tends to be a bit cold, distant and uncaring among the C-Suite target. So this campaign beautifully influenced away from this perspective.