| Titre | Outcomes |
| Agence | Ogilvy Paris |
| Campagne | Smarter Planet Outcomes |
| Annonceur | IBM |
| Marque | IBM |
| Mise en ligne | Juin 2012 |
| Secteur d'activité | Ordinateurs professionnels, stations de travail & serveurs |
| Synopsis | SUMMARY: In 2009, IBM launched its Smarter Planet vision – the world is now connected – economically, technically and socially. The objective of IBM’s Outcomes campaign was straightforward. To drive revenue growth and profits from Smarter Planet solutions, as well as share and shareholder value, by increasing positive perceptions of IBM and getting people to become more aware of and involved in their Smart Planet programme. By showing Forward Thinkers and Thought Leaders in Large Enterprises and Mid-Market Companies compelling stories that provided proof, not only how companies are benefiting from Smarter Planet solutions, but also that Smarter Planet is real and happening now in every industry. Witty, provocative illustrations by Noma Bar, were the perfect vehicle to tell highly complex stories with stunning simplicity and show the collaboration between the customer and IBM, as well as highlighting the business outcomes resulting from the solution. IBM shifted the core of the campaign onto OOH sites – airports, selected railway stations and the surrounding of world’s biggest IT trade show CeBIT. In-flight TV, iPad ads in leading business magazine apps and online banners were booked simultaneously in order to increase the reach. One of the most important outcomes of the campaign was that IBM’s stock rose 25% during 2011, beating the Dow Jones Industrial Average as well as all their competitors. IBM is now ranked second in Interbrand’s “Best Global Brands Survey 2011,” right behind Coca Cola as well as obtaining a brand value increase of 8%. Two thirds of IBM’s audience feel positively influenced by the company. IBM was able to generate a remarkable number of leads at the biggest IT trade fair in Germany with a 12.4% increase over 2011. |
| Type de média | Etude de cas |
| Responsable de la publicité (annonceur) | Suzanne Assaf |
| Directeur de création | Susan Westre |
| Directeur artistique | Ginevra Capece |
| Illustrateur | Norma Bar |
| Responsable de la publicité (annonceur) | Suzanne Assaf |
| Credit | Marco Bisello |
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