Cannes Lions
OGILVYONE, London / IBM / 2003
Overview
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Credits
Description
Those with I series servers are more likely to have attended a seminar previously or communicated with IBM than most IBM customers. They are used to visits from the Rochester Team from the US (the lead development team for I series worldwide) or communicating with the UK 'Team'. Bearing this in mind we created a piece that sold the 2003 team Tour and asked I series supporters (customers) to turn up and see their team in action. Supplying them with the essential tool every loyal supporter needs.
Outcome
This mailing had an unprecedented for IBM 23.9% response rate resulting in a 13.7% attendance rate at the seminar - the target was 9.9%. Because the attendance was 40% higher than anticipated IBM had to organise additional seminar days.
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