This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
The IBM e-business campaign established IBM's unique role in the Internet arena by introducing anew buzzword: "e-business." This term defined IBM's vision for doing business in the Internet age and provided IBM with an instant association with the web and its business benefits. Ogilvy &Mather communicated IBM's e-business vision via a campaign that introduced intrusive television, long-copy print, web, employee and direct mail efforts. The campaign achieved its goals of creating a more innovative, web savvy image for IBM; establishing IBM's e-business leadership and motivating audiences to find out more about partnering with IBM for e-business solutions.
Client: IBM Corporation
Agency: Ogilvy & Mather
This campaign used animated characters from Maurice Sendak's classic, award-winning book, Where the Wild Things Are, to portray Bell Atlantic as a guide and caregiver, or friendly "gentle giant, "rather than as an intimidating enormous and distant giant. The creatures, or Bell Atlantic, empower the customer and help him make the right choices in the "jungle" of telecommunications options. The campaign was highly successful in meeting its objectives of quickly building awareness of the newly merged Bell Atlantic and understanding of its unique positioning.
Brand: Bell Atlantic
Client: Bell Atlantic Corporation
Agency: The Lord Group
Georgia Power Corporate Identity
With the Georgia Power campaign, our objective was to change the way Georgians think of there electric utility. The goal was to change Georgia Power from a faceless monopoly to a company that was thought of as a "world-class" energy provider with a heart. Specifically, our goal was to raise attribute ratings by at least five percentage points among an array of categories that would lead to a stronger favorability overall. In less than one year, the percentiles across a host of attributes and raised overall favorability for the company 9 percentage points.
Brand: Georgia Power
Client: Georgia Power Co.
Agency: Pollak Levitt & Nel