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IBM
IBM Live Leads

RAN IN: Singapore

CLIENT
IBM

Katherine Poh / Head Performance & Programmatic Marketing / IBM
Kerry Lau / Head of Marketing, Watson Customer Engagement, IBM Asia Pacific / IBM
Dawn Liu / Campaign Manager / IBM

AGENCY
Ogilvy Singapore *Lead Agency

Teresa Shiang / Associate Director, Social Strategy / Ogilvy
Sze Jie Tio / Account Director / Ogilvy
Lavone Loh / Associate Strategist / Ogilvy
Cherry Wang / Senior Strategist, Data Planning / Ogilvy
Mervyn Rey / Creative Director / Ogilvy
Aritra Dutta / Associate Creative Director / Ogilvy
Kevin Wijaya / Art Director / Ogilvy


SUMMARY

Think ASEAN is IBM’s annual marquee event, a vital opportunity to showcase “new-tech” capabilities and engage in face-to-face conversations with clients. The issue? Marketing has traditionally focused on attendance rather than helping salespeople to sell at the event, making the ROI of this million-dollar marketing investment unclear. ‘Live Leads’ used digital data to build a programmatic approach to targeting in the real world, arming salespeople with real-time behavioural insights. The result? A tectonic shift in IBM's focus for event marketing, moving beyond generating attendance to driving vast improvements in sales.

CASE VIDEO


Language: English