Software & Apps
Software, groupware, operating systems, or software stored locally on a Computer/Tablet/Mobile Device.
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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
Your Mom Hates Dead Space 2
Dead Space 2, a video game in the survival-horror genre, is the sequel to one of the most grotesque video games ever. But this genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games market. With a unique, universal insight that moms hate what gamers love we created a campaign that broke through to the mainstream, reaching a new, broader audience, and significantly exceeded launch expectations.
Brand:
Dead Space 2
Client:
Electronic Arts, Inc.
Agency:
Draftfcb San Francisco
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 touchpoint, 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
SAP
Be Ready
SAS
The Batting Lab
Smartsheet
Power your Process
