This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
Business Insurance is a product that our target audience saw as taboo, or at best, a necessary evil. Even then, UOB decided to advertise it for the first time. But instead of falling victim to category tropes, UOB took a different approach. By demonstrating a deep understanding of the mentality of small businesses, UOB repositioned Business Insurance into a culturally relevant purchase. Through a highly-targeted social video, UOB was able to drive awareness and consideration of UOB Business Insurance, ultimately delivering a 4-fold growth in leads for policies.
- Brand: UOB (UNITED OVERSEAS BANK)
- Client: UOB
- Agency: BBH ASIA PACIFIC
Watson Gets to Work
IBM needed its star product (artificially intelligent “IBM Watson”) to be seen, not as a curiosity for the future, but as the must-have tool for business today. The ‘Watson at Work’ campaign used a drumbeat of content to show Watson in his proper context: already hard at work, among real businesses, delivering real results. Prospects were converted from the “maybe later” crowd into “adopt today” zealots 6.5x faster than forecast.
- Brand: IBM
- Client: IBM
- Agency: Ogilvy
HP The Wolf
It’s time to rethink your office printer. “The Wolf,” a dramatic episodic series starring Christian Slater, exposes the many ways in which a hacker can bring down an organization through one of the most overlooked office devices: the printer. The campaign fundamentally shifted the perception of printer security and the HP brand among IT professionals and and brought declining industry B2B printer sales up by 6%.
- Brand: HP
- Client: HP
- Agency: Giant Spoon