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OGILVY & MATHER ADVERTISING, Bangalore / IBM / 2004
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BriefExplanation
IBM had been losing market share to competitors among key customer organisations in 2003. There was therefore a need to reinforce IBM's leadership in the IT space and reinforce IBM's commitment to customers. We needed to establish strong differentiators (superior IBM technologies) amongst this critical audience. One aspect of superior IBM technology is security. And security is very important for business today. This communication had to focus on establishing the fact that no other PC offers as much online and data security as an IBM PC.
CampaignDescription
To demonstrate the impregnable security of the IBM PC, we mailed out a locked briefcase that had a 6-digit combination lock. Recipients were asked to crack the combination. In case they were not able to (and the probability of them being able to was 1 in 1000000), they had to visit a specially designed web site and fill in personal and organisational details to access the secret code.Inside the leather case were a letter, a brochure and a CD that contained detailed information on security trends and issues, and IBM's military-level, foolproof security solutions.
Outcome
Out of the 500 people we mailed to, a staggering 340 logged on to the website to access the secret code to open the briefcase. That’s a response rate of 68%. The fact that we were talking to some of the busiest people (CEOs and CIOs) in the highest echelons of corporate India, makes it even more of a success story. We collected valuable personal and organisational details for future mailings. Follow-up calls to the TA gauged feedback as highly positive. Customers wrote back lauding the pack, and for bringing such an important issue to the fore.
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