Other Digital Solutions

The Shortlist
CAMPAIGN
IBM Next Gen CIO
AGENCY
Ogilvy & Mather, Singapore
CLIENT
IBM Corporation
BRAND
IBM
DETAILS
CAMPAIGN SUMMARY'

IBM’s base is shrinking. Tech pros in the B2B world know and love IBM. But these ‘pure geeks’ – the Senior IT Managers and Technology Directors who look after a company’s infrastructure – were no longer getting promoted to the boardroom as CIOs, where big-ticket IT decisions are made. Instead, these jobs were going to people with business backgrounds and business degrees. Everyone was now an ‘IT guy’. IBM geek had become weak. IT was being shaped from outside NOT inside the IT department and IBM sales were drying up. The obvious, but long and difficult, solution would be to start building relationships with this new crop of non-tech CIOs. This is often done through events which are costly and somewhat less popular these days with travel restrictions and time poor attendees. Instead we recognized that the solution was to build a new generation of leaders who already had a preference for IBM. IBM decided to create a future market, by teaching an online university class in how to become a CIO.
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY
Destination marketing in Australia could colloquially be described as ‘Tourism porn’. ‘Tourism porn’ is a rose-tinted visualisation of a destination: beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity. But with success came imitators. And a style that was once unique became more and more clichéd and generic. Not only was the category’s communication becoming clichéd, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control and influence. The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves. No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
CAMPAIGN
How Video Stamp sold emotion through technology
AGENCY
Clemenger BBDO Melbourne
CLIENT
Australia Post
BRAND
Australia Post
DETAILS
CAMPAIGN SUMMARY
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