Ogilvy Verge IBM Wimbledon 13 9 7

Slide 1: Experimenting despite the process! Alan Flack Strategic Brand Manager IBM UK © 2007 IBM Corporation 1

Slide 2: © 2007 IBM Corporation 2

Slide 3: Agenda Why Wimbledon? Campaign Objectives / Strategy / Overview Learnings’ © 2007 IBM Corporation 3

Slide 4: Why Wimbledon? Because of the story – The AELTC needs to innovate every year, to keep the tournament ‘that very special experience’ Because of IBM’s own innovation agenda – Wimbledon allows IBM to showcase new technology and services on a very big scale Because it’s in the UK – We can experiment & create! © 2007 IBM Corporation 4

Slide 5: Campaign Objectives The business objective: – To drive understanding of IBM’s capabilities in solving business challenges through the application of innovation that matters The marketing objective: – Leverage the IBM / Wimbledon partnership to demonstrate HOW IBM delivers real business value to business executives in their ‘down times’ The proposition: – Helping Wimbledon to innovate even with the toughest of challenges © 2007 IBM Corporation 5

Slide 6: Campaign Strategy Behind the scenes to show HOW, not WHAT Content at the heart of the digital solution Be where our audience are © 2007 IBM Corporation 6

Slide 7: Campaign Overview Digital Elements CNBC Europe OOH – BA & Virgin cnbc.com Airport lounges, & Heathrow Express ibm.com & wimbledon.org Sensitive Walls Cab Vision – 1000 London TimesOnline websites taxis plus Live Scores © 2007 IBM Corporation 7

Slide 8: Learnings’ Create the team and the climate – Develop the brief together Media neutral planning Set the business context carefully to ensure relevance and support 20% of budget on high risk stuff – Hold your nerve when it goes wrong! – Don’t be a slave to measurements! 100% belief in your infallibility (no matter how misguided!) HAVE FUN! © 2007 IBM Corporation 8