Corporate Reputation
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
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PROGRAM
2013 BRONZE
Centennial
Corporate Centennials have become a commonplace. So when IBM turned 100 in 2011 it wanted more than conventional self-congratulations. Defining objectives against Employees, Clients and Investors, we built a year-long program of executions and events to turn the occasion into business advantage. Using every earned and owned media channel available - but minimal paid expenditure - we showed how a history of IBM was a history of the future. Without selling directly, the campaign succeeded in generating significant financial returns, ensuring the second century of IBM began on the best possible note.
Brand:
IBM
Client:
IBM Corporation
Agency:
Ogilvy & Mather
Language:
English
2012 GOLD
2012 GOLD
Watson
IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.
Brand:
IBM
Client:
IBM Corporation
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
Santander
BUS STOP, BUSINESS GO
Natura
Amazon Alive - The real time deforestation counter
Movistar
Movistar Con Todo
