Case study IBM
IBM CAMPAIGN EVOLUTION
1995 – 2006
1996: Big Blue
PRINT
TUNES
COCKTAIL
TINGLES
1997: Solutions For a Small Planet
TV
NUNS
1997: Solutions For a Small Planet
PRINT
HAVA GAVA
VIRTUAL WALL
1998: e-business solutions
TV
KILLER APP
1999: e-business innovators
TV
SUPERMARKET
1999: e-culture
PRINT
CHELSEA
AMOUR
TONY’S
2001: e-sports
TV
e-FANATIC
2001: e-Infrastructure
FANATICAL
FINANCIAL MERGER
INFRASTRUCTURE
2001: Codernauts
TV
DAYDREAM
2001: Codernauts
PRINT
SOFTWARE
L.A.
2002: Gizmos
TV
PIXIE DUST
2002: Gizmos
PRINT
PIXIE DUST
TIME MACHINE
2004: ON Demand
TV
WHAT-IS-ON
2004: ON Demand
PRINT
SMOOTH SAILING
NATIONAL GEOGRAPHIC
BROADWAY
2005: Help Desk II
TV
TRAFFIC
2005: Help Desk II
PRINT
CYCLING
PRODUCE
FISHING
2005: The Other IBM
TV
CATAPULT
2005: The Other IBM
PRINT
KING ARTHER
INNOVATION STRATEGY
SALES & MARKETING SERVICES
2006: what makes you special?
TV
ANTHEM
2006: what makes you special?
PRINT
SIDE-BY-SIDE APPROACHES: PILL & RADISH
IN-SITUATION APPROACHES: CAR & HOUSE
2006: what makes you special?
OUT-OF-HOME
BIRDS “Innovation for differentiation”
This execution challenges viewers to ask themselves who they would rather be – one of the flock, or the one who breaks away?
EASELS - innovation for strategy
IBM helps companies stand out by changing the way they think about strategy, how they implement it, and how they present it.
BAR CODE “Innovation for customer loyalty”
Businesses that do something unique will discover that their customers will keep coming back for more.
2006: What Makes You Special?
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