CNBC STORYBOARD

TitleCNBC STORYBOARD
ClientIBM
Product / ServiceSMARTER MARKETING
CategoryA03. Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series
EntrantMINDSHARE Bangalore, INDIA
Contributing Company CNBC TV18 Mumbai, INDIA
Entrant Company MINDSHARE Bangalore, INDIA
Media Agency MINDSHARE Bangalore, INDIA

The Campaign

Gartner predicted that in 2017 there would be a 60% increase in spends on marketing analytics in the next three years. CMOs would have to navigate the new, data-rich, analytics driven marketing landscape. Keeping in mind this oncoming transformation, IBM wanted to; build belief, prompt action, inspire confidence, and foster advocacy with relevant marketing related content among the C-suite audience. IBM associated with 7 episodes of Storyboard wherein each episode had a C suite audience from a large enterprise as a guest on the show. IBM created a segment “Marketing transformations“within the program that had the anchor leading the discussion around marketing transformation. While editorial integrity was maintained, IBM provided thematic conversation guidelines for these interviews to ensure contextual relevance by covering topics like how consumers in the industry are changing, how marketing function needs to evolve to address the fundamental shift in the way consumers engage with brands etc.

Results

The implementation challenges: The members of the C-Suite are a group who are largely aware of the main happenings in the industry. They are also the most sought after people by brands as a TG. Due to their lifestyles and their positions, leaving an impact on their minds through media becomes difficult. Thus, choosing to associate with a programme that, they not only view but also actively participate in, helped in associating IBM with the current changes in the marketing world. How did the innovation deliver the goal? : IBM created a segment “Marketing transformations “within the program that had the anchor leading the discussion around marketing transformation with top CMO’s and CEO’s of large-enterprise as guest on the show. While editorial integrity was maintained, IBM provided thematic conversation guidelines for these interviews to ensure contextual relevance by covering topics like how consumers in the industry are changing, how marketing function needs to evolve to address the fundamental shift in the way consumers engage with brands etc.

The programme involved the TG and spoke to them about the changes in marketing that would happen in the future. As the show itself was appointment viewing for the audience, and since it involved their peers, they had an incentive to view it. Different industries were covered, so as to include every member of the C-Suite.

As the marketing transformation is the new shift, IBM was the leader in the market to talk about this shift. This first mover advantage helped create a niche space in the minds of IBM’s TG – the C-Suite. Within a year BHM Scores have seen improvement: Knowledge of the Smarter Planet Agenda (fuelled by Smarter Analytics) improved by 3% from last quarter, ‘Let’s build a smarter planet ‘slogan recall improved by 9% from last quarter.

Credits

Name Company Position
Swarna Nayak Mindshare Director
Praveen Kumar Mindshare Director
Vinod Francis Mindshare Director
Subhamay Mukhopadyay Mindshare Client Leader