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IBM
Power Systems

RAN IN: United States

CLIENT
IBM

Michelle Peluso, SVP, CMO
Ann Rubin, VP, Branded Content & Global Creative
Kim Storin, VP, WW Marketing IBM Cognitive Systems

AGENCY
Ogilvy *Lead Agency

Jeff Curry, Executive Creative Director
George Tannenbaum, Executive Creative Director
Margaret O'Brien, Executive Director Engagement Planning
Christine Caridi, Account Director
Kira Dembeck, Associate Director, Social Strategy
Carina De Blois, WW Managing Director


SUMMARY

What do you do when you have a product with a $50,000 average price tag, minimal market awareness, and a shortfall in 3Q inventory? You run a breathless Holiday promotion, of course. Modeling ourselves after consumer goods manufacturers, we recognized product scarcity and premium pricing as an opportunity to create desirability. We launched a digital-only retail campaign promoting the IBM Power Server on Cyber Monday and ran a stand-out campaign through the cluttered holiday season. 

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: INTERACTIVE/ONLINE;Display Ads (Interactive/Online);SOCIAL MEDIA

Audience: IT directors & Data Scientists

Objectives: Increase awareness

Type: Business-to-Business

Classification: National

Language: English