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2020 SILVER BUSINESS-TO-BUSINESS - SERVICES
IBM Expect More from Tech
RAN IN: United States
Cecilia Correa, Worldwide Advertising Manager Vincent Mallet, Worldwide Advertising Manager Emily Favorite, Campaign Production Manager Ann Rubin, Vice President of Corporate Marketing Daniel Schapira, Advertising Manager
Jeff Curry, Executive Creative Director Matthew Coleman, Associate Creative Director Christina Cort, Art Content Producer Charlie Lowe, Strategy Director Joe Maire, Executive Producer Liam Parker, Head of the Advertising Practice Marc Hartzman, Group Creative Director Eric Soloway, Director of Production Elizabeth La, Executive Producer Joan Voltz, Executive Group Director Nicole Narvaez, Associate Creative Director Sarah Pascale, Senior Producer Jon Wagner, Executive Creative Director Rich Wallace, Group Creative Director
As competitors are blurring the lines between B2B and B2C marketing, IBM has struggled to stay relevant. B2B normally gets a bad rap for being functional and soulless. However, ‘Expect More from Tech’ provoked thoughtful conversation by leveraging human emotions and needs to convey that IBM better serves the world’s enterprises. By challenging the tech industry to take more responsibility for its actions, IBM was able to increase key brand attributes by up to 20% and drive an ROI of 1:19 from leads that were directly driven by people interacting with the campaign.
Hero Medium: TV
Medium Featured On Video: INTERACTIVE/ONLINE,Developed Retailer Site Content (Interactive/Online),MOBILE/TABLET,OOH,PRINT,SOCIAL MEDIA,TV