Corporate Reputation
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
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PROGRAM
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
2012 SILVER
"Let's Build A Smarter Planet"
As IBM reached its Centennial, ensuring strong results was essential, so the task for communications was to Turn Mindshare into Market Share. IBMs Smarter Planet Agenda is a true example of a companys strategic direction in perfect alignment with its marketing, and now that agenda needed to become tangible and actionable: we needed to show The Smarter Planet is Now. Presenting this unified vision across every channel and touch-point, we step-changed perceptions and drove a 37% increase in revenue, with a campaign that paid back media dollars 10x in profit.
Brand:
IBM
Client:
IBM Corporation
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
Hrvatski Telekom
Poziv koji ne propuštaš
Podravka d.d.
Hrana koja brine o vama
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