The campaign launched virally on September 22nd 2008, a press release was sent to a selection of influential bloggers and journalists from the key audiences: Green businesses bloggers, green IT bloggers, green bloggers and online marketers and influencers.

The second branch of the campaign, aimed at the IT audience, was supported by a larger paid media launch (print ads, rich media and video web banners) which was released in France, Germany, Italy, and the UK on February 16th 2009.

It has also attracted the attention of bloggers and has been praised internally at IBM. For the first three weeks of the campaign, 60,935 users visited the sites, spending on average 52 seconds. The sites were clicked 44,794 times and the videos were launched 1,491 times. Online blog chatter was 80% positive and reached bloggers from all over the continent.

The Direct marketing tactics also proved successful. For example, from a total of 96,369 emails sent, in France and Italy, the open rate reached almost 20% and the click rate was close to 10%*. Further more two French Direct Marketing emails campaigns for event and web event achieved extremely good results with a click rate of 44,97%* and 23,37%* versus an average of 10%* in the B2B sector on similar campaigns.

* based on the opened email results