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IBM
Mobile World Congress

RAN IN: United States

CLIENT
IBM

Kristen Lauria, VP Marketing, Global Business Services

AGENCY
Ogilvy & Mather *Lead Agency

Chris Reardon, Executive Creative Director, Digital Experience
Nicholas Rezabek, Associate Creative Director
Martin Lange, Executive Marketing Director, Digital Strategy
Seth Greenberg, Strategist
Kenan Ali, Sr. Planner
Mila Babrikova, Acct. Director
Charlotte Smith, Acct. Supervisor
Manoj Gopalan, Associate Director, Marketing Strategy
Shanthi Blanchard, Acct. Executive


Neo@Ogilvy


SUMMARY

How could IBM stand out at Barcelonas Mobile World Congress beyond conventional sponsorship ads and product demos? We looked at the painpoints conference-goers experience and used IBMs own Mobile solutions to Rewire Mobile World Congress for Mobile. We launched pop-up Transportation and Information networks: mobile optimized Bus lines to ferry attendees around, and a newsroom-on-wheels to serve up conference highlights on every device and our network of screens. IBM beat out competitors in social buzz and was declared a mobile leader by Gartner. IBMs mobile revenue doubled for the year.

CASE VIDEO


Hero Medium: Guerrilla

Audience: New Audience

Objectives: Increase awareness

Type: Business-to-Business

Classification: Local,National,Multinational

Language: English