The 2010 Jay Chiat Awards for Strategic Excellence Winners
Communications and Media Strategy—Silver
Ogilvy & Mather Advertising
"IBM: Let's Build a Smarter Planet"
In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today to make the systems of the world—energy, traffic, education, water—work better. Work SMARTER. And IBM had the technology and know-how to build a Smarter Planet if THE WORLD could find THE WILL to build it.
In order to stimulate a long term discussion, we had to use our channels differently:
- Launch as a Speech
- Video as Documentaries
- IBMers as Evangelists
- Media as Partnership
- Print as Editorial
- Events as Forums
Our new communication model was not only ground breaking but also highly effective in getting the attention and participation of the world's most critical forward thinkers.
As a result: the Smarter Planet strategy has expanded IBM's market potential by as much as 40% globally, or $2.3 billion dollars. And leaders from around the world, like President Obama, have enlisted IBM to help solve some of the world's toughest problems.
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