Through addressing both their rational and emotional side, we made the target audience think differently about the world as a whole, and IBM’s role within it. We got a lot of positive response. IBM’s CEO was even contacted personally by some of the top prospects, like the mayors of several major Dutch cities. We outgrew the market, increasing our revenue by 5.4% in a flat market. Besides that, we had 7 new Smarter Planet References within 2H11. So apart from a successful shift in opinion about the brand, IBM’s business flourished as well thanks to this special campaign.