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IBM
Made With IBM

RAN IN: United States

CLIENT
IBM

AGENCY
Ogilvy & Mather *Lead Agency

Steve Simpson, CCO, North America
Mike Hahn, Executive Creative Director
Ryan Blank, Executive Creative Director
Susan Westre, Executive Creative Director
Lou Aversano, CEO, New York
Gunther Schumacher, WW President and COO of OgilvyOne Worldwide
Jeremy Kuhn, Partner, Global Group Acct. Director
Magnus Blair, Group Planning Director
James Friedman, Sr. Planner
Ruth Kim, Planner


Neo@Ogilvy


Leopard


SUMMARY

To drive IBMs credentials in Social, Mobile, Analytics and Cloud we reinvented Sports Sponsorship TV advertising. We dedicated the entirety of our Masters Tournament Inventory to an unprecedented stream of almost 70 unique commercials showing the value being Made with IBM: a 35 Minute Documentary, Interrupted by Golf. By solving the ad nauseam of endlessly repetitious commercials, we dominated Masters buzz (3x the mentions of the other sponsors combined). We transformed perceptions, and drove a $3.5BN increase in category revenue.

CASE VIDEO


Hero Medium: TV

Audience: Brand Influencers

Objectives: Brand relaunch, reposition

Type: Business-to-Business

Classification: National

Language: English