This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
IBM's e-commerce drive built on the e-business mindshare IBM had achieved with its 1997 e-business campaign by featuring companies that had already achieved real business results with IBM e-commerce solutions. This customer-reference campaign helped IBM's turn its impressive e-business mindshare into market share by motivating prospects to contact IBM and find out about IBM e-commerce solutions. The campaign generated more than $35 million in new business opportunities in just three months and continued to position IBM as a provider of leading-edge e-business solutions.
Client: IBM Corporation
Agency: Ogilvy & Mather
This first national rollout of an invitation to join the adidas sports club for kids was mailed exclusively to outside lists and resulted in a 15.5% response. It exceeded program objectives by 55%, beat the previous package by 63% and reduced the list cost of acquiring new members by 46 cents per member.
Client: adidas America, Inc.
Agency: Manus Direct Response Marketing