Experimenting   despite the process ! Alan Flack Strategic Brand Manager IBM UK
 
Agenda Why Wimbledon? Campaign Objectives / Strategy / Overview Learnings’
Why Wimbledon? <ul><li>Because of the story </li></ul><ul><ul><li>The AELTC needs to innovate every year, to keep the tour...
Campaign Objectives <ul><li>The business objective: </li></ul><ul><ul><li>To drive understanding of IBM’s capabilities in ...
Campaign Strategy Content at the heart of the digital solution Be where our audience are Behind the scenes to show HOW, no...
Campaign  Overview Digital Elements OOH – BA & Virgin Airport lounges, & Heathrow Express CNBC Europe Sensitive Walls Cab ...
<ul><li>Create the team and the climate </li></ul><ul><ul><li>Develop the brief together </li></ul></ul><ul><li>Media neut...
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Ogilvy Verge IBM Wimbledon 13 9 7

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  • Ogilvy Verge IBM Wimbledon 13 9 7

    1. 1. Experimenting despite the process ! Alan Flack Strategic Brand Manager IBM UK
    2. 3. Agenda Why Wimbledon? Campaign Objectives / Strategy / Overview Learnings’
    3. 4. Why Wimbledon? <ul><li>Because of the story </li></ul><ul><ul><li>The AELTC needs to innovate every year, to keep the tournament ‘that very special experience’ </li></ul></ul><ul><li>Because of IBM’s own innovation agenda </li></ul><ul><ul><li>Wimbledon allows IBM to showcase new technology and services on a very big scale </li></ul></ul><ul><li>Because it’s in the UK </li></ul><ul><ul><li>We can experiment & create! </li></ul></ul>
    4. 5. Campaign Objectives <ul><li>The business objective: </li></ul><ul><ul><li>To drive understanding of IBM’s capabilities in solving business challenges through the application of innovation that matters </li></ul></ul><ul><li>The marketing objective: </li></ul><ul><ul><li>Leverage the IBM / Wimbledon partnership to demonstrate HOW IBM delivers real business value to business executives in their ‘down times’ </li></ul></ul><ul><li>The proposition: </li></ul><ul><ul><li>Helping Wimbledon to innovate even with the toughest of challenges </li></ul></ul>
    5. 6. Campaign Strategy Content at the heart of the digital solution Be where our audience are Behind the scenes to show HOW, not WHAT
    6. 7. Campaign Overview Digital Elements OOH – BA & Virgin Airport lounges, & Heathrow Express CNBC Europe Sensitive Walls Cab Vision – 1000 London taxis plus Live Scores cnbc.com TimesOnline websites ibm.com & wimbledon.org
    7. 8. <ul><li>Create the team and the climate </li></ul><ul><ul><li>Develop the brief together </li></ul></ul><ul><li>Media neutral planning </li></ul><ul><li>Set the business context carefully to ensure relevance and support </li></ul><ul><li>20% of budget on high risk stuff </li></ul><ul><ul><li>Hold your nerve when it goes wrong! </li></ul></ul><ul><ul><li>Don’t be a slave to measurements! </li></ul></ul><ul><li>100% belief in your infallibility (no matter how misguided!) </li></ul><ul><li>HAVE FUN! </li></ul>Learnings’

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