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IBM
Not the Cloud you Know

RAN IN: United States, Canada

CLIENT
IBM

Michelle Peluso, SVP, CMO
Ann Rubin, VP, Branded Content & Global Creative
Cecilia Correa, Director, IBM Advertising

AGENCY
Ogilvy *Lead Agency

Eva Augustyn, Group Planning Director
Clare Hines, Senior Planner
Joan Voltz, Executive Group Director
Lindsey Harris, Account Executive
Jeff Curry, Executive Creative Director
Jon Wagner, Executive Creative Director
Dustin Duke, Executive Creative Director


SUMMARY

For 10 years, IT leaders had been satisfied with the cheap and cheerful commodity clouds provided by first-movers Amazon and Microsoft. But by 2017, they were being asked to perform business transformation miracles with a cloud that couldn’t keep up. IBM seized the moment, using this campaign to draw a line under Amazon & Microsoft’s past dominance and to herald a new, more sophisticated chapter in cloud computing; a chapter in which IBM had the right to play, not just a larger, but a leading, role.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;PRINT;TV

Audience: Business Technology Buyers

Objectives: Market share - increase

Type: Business-to-Business

Classification: Multinational

Language: English