IBM SYSTEM X EPLATFORM CAMPAIGN
IBM SYSTEM X EPLATFORM CAMPAIGN
| Client | IBM HONG KONG |
| Product | SYSTEM X SERVERS |
| Entrant | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Type of Entry | Integrated |
| Title | IBM SYSTEM X EPLATFORM CAMPAIGN |
| Product/Service | SYSTEM X SERVERS |
| Entrant Company: | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Advertising Agency: | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Credits |
| Shayne Pooley |
OgilvyOne Worldwide Hong Kong |
Executive Creative Director |
| Matthew Nisbet |
OgilvyOne Worldwide Hong Kong |
Creative Director |
| Swannie Chiu |
OgilvyOne Worldwide Hong Kong |
Account Director |
| Jo Wong |
OgilvyOne Worldwide Hong Kong |
Art Director |
| Richard Dunn |
OgilvyOne Worldwide Hong Kong |
English Copywriter |
| Marcus Shiu |
OgilvyOne Worldwide Hong Kong |
Account Manager |
| Tammy Lau |
OgilvyOne Worldwide Hong Kong |
Assistant Traffic Manager |
| Sherman Yeung |
OgilvyOne Worldwide Hong Kong |
Account Executive |
Describe the campaign/entry:
IBM’s range of System x servers punch above their weight in terms of power and performance. But a dry and overly technical product website was a real turn-off for customers. What’s more, with over 20 different types of System x server and thousands of different configurations, choosing the right system was a real headache. Our challenge was to attract new customers and make it simple for them to find the right System x server for their business.
Give some idea of how successful this campaign/entry was with both client and consumer:
In the first month after launch more than 5,315 potential customers visited the eCatalog. 78% of these went on to create their own System x Sidekick and then browsed the detailed specs of the recommended products. This was a marked improvement on past results for the same category. Not only was the System x Sidekick popular with customers – the client liked the character so much it has been adopted as the face of the System x brand for future campaigns.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Our big idea was a colourful little 8-bit character – the System x Sidekick – the perfect ally to help customers fight their IT battles. He came to life as part of a fully integrated campaign, which included banners on targeted websites, tailored eDMs to different customer segments and a DM containing a papercraft model of the System x Sidekick. All of these channels drove potential customers to an eBrochure where they could learn more and then to an eCatalog where they could map their business needs to specific System x solutions by creating their own System x Sidekick.
