| Title | PARALLEL PATHS |
| Brand | IBM |
| Product / Service | LOTUS NOTES |
| Category | A07. Best Use of Digital Media |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising Agency: | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Teng Teong Hoe | Ogilvy Beijing | Creative Director |
| Wei Xu | Ogilvy Beijing | Copywriter |
| Fish Yu | Ogilvy Beijing | Copywriter |
| Liu Fang | Ogilvy Beijing | Art Director |
| Gary Cheng | Ogilvy Beijing | Art Director |
| Major Lin/Sheng Lee/Suya Wang/Liu Qing | Ogilvy Beijing | Account Service |
| Beijing Ant-X Production Co | Production Company | |
| Ost-Studio | Music Studio | |
| Zhang Hao | Director | |
| Wang Peng | Camera | |
| Wang Bin | Sound Record | |
| Yang Bin | Art Director | |
| Li Chen | Producer | |
| Er Dong | Music | |
| Wang Fan | Mixing | |
| Wei Le | Editor | |
| Zhang Wei | Post Producer | |
| Chen Shuo | Post Producer | |
| Charlie Wei | Ogilvy Beijing | Agency Producer |
With a budget of less than US$70k, the results were huge. Not only did the film’s Weibo reach total 11,948,744, but the film was attributed to building new leads by 30% and existing leads by over 260%!
Instead of producing what could be a very dull explanation of features, IBM produced a branded film which, to reach the target online, that told the story of two young and hungry salesmen climbing the corporate ladder, and let the Lotus information flow naturally throughout the story.
Lotus Notes had been suffering from increased competition as well as a tired product personality. IBM wanted to resurrect the Lotus brand targeting the non-IT C-level audience, show off some of Lotus’s features that few were aware and build leads from both new and existing customers.