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