This presentation showcases a few of the best case studies of projects I helped develop for IBM Brazil, while at Ogilvy Brazil.

1. IBM Case Studies

2. 2005
Strategic Outsourcing

3. Strategic Outsourcing Campaign
Challenge
How can IT directors be convinced to handle the structure they are
responsible for a third party vendor, and give up both their
technology assets and employees, trusting all the organization’s
strategic information to a stranger?
Creative
Solution
The central communication idea was to challenge the companies' IT
directors to show businesses for their companies, showing right away
that, outsourcing their IT operations with an outside supplier, like IBM,
they would get freer to generate businesses
and secure higher results.
Results
21.2% response rate, 250% higher than expected.
72% of the executives planted their seed.
100% of deliveries were successful, and monitored in real time.

5. 2005
Lotus

6. Lotus
Challenge
IBM developed an upgrade for the IBM Lotus Notes & Domino
software and needed to communicate the features of this new version
to the market. the idea was to invite a chosen audience for a
great event, driving the interest and demand for a future upgrade.
Creative
Solution
In order to launch Lotus Notes & Domino 7 software, the creative
idea was based on the concept: “win corporate challenges daily”.
So a parallel was created and the event was to be seen as a big fight,
right from the invitation that was actually a “punch box” containing
tickets for a “real fight”.
Results
The results were almost twice higher than expected. IBM sent
2136 invitations and 370 persons had attended, representing
17% conversion against 10% estimated.

7. Lotus
The Campaign

8. Lotus
The Campaign
This Campaign was really well received by IBM and they’ve asked
Ogilvy to elaborate the Event. Everything was based on the box
fight idea. Since the advertising campaign was “You Versus”
every material was aligned under the same creative concept.

9. 2005
ILM

10. ILM Campaign
Challenge
To sell IBM information management solutions, this piece should
show clients that in the middle of the enormous quantities of
information there can be found some that is very important
to these organizations’ business strategy.
Creative
Solution
In a direct mail, we placed a copy that apparently had lots of
irrelevant and superficial information. When the piece got open,
some of words stood out, revealing the following sentence:
“IBM can help you separate only the information that is vital
to your company’s business”.
Results
The action generated 49 business opportunities, and a total of
USD 10 million. From these, 15 deals were closed, generating
USD 5 million. The direct mail’s production cost was USD 8K.

11. ILM Campaign
Before you open it

12. ILM Campaign
After you open it

13. ILM Campaign
The booklet

14. 2005
Helpdesk Internal
Communication

15. Helpdesk Internal Communication
Challenge
After a research, it was identified that the the brazilian market didn’t
believe that IBM could have solutions for small and medium
companies. How to comunicated the IBM audience and the IBM
employees and partners this new market positioning,
using the WW materials avaiable?
Creative
Solution
Using the Google Earth concept, that was launched earlier that year,
the creative team developed a 360 campaign, introducing this new
IBM positioning to the audience. For Internal Communication was used
the same concept, decorating the IBM building and
letting the internal public of IBM interact with the pieces.
Results
The Internal Communication was a complete success. The IBM internal
audience caught the feeling of the campaign got really interested about
it, asking IMC for new material to show to clients and partners.

16. Helpdesk Internal Communication
WW Marterials Avaiable
Print
TV
Local Materials Developed
Print Sustaining
Print Manifesto
DG
Web

17. Helpdesk Internal Communication
Building decoration: earth stamp on the frontal door with
the phrase “come closer” and satellite image of São Paulo
on the floor.

18. Helpdesk Internal Communication
Broadside with the Campaign information, concept, pieces and media plan. They have been distribributed in
the IBM builduing and in events.

19. Helpdesk Internal Communication
There was a contest, and the employees who gave the right answer to the question: “What’s IBM new
campaign name?” was to over flight São Paulo on helicopter, from the heliport of the IBM building. Telma
Toni, IMC Manager, picked up the names of the winners herself.

20. 2006
IBM Rational Buzz

21. IBM Rational Buzz
Challenge
Our proposal is to create and establish a relationship channel
with important client customers and SMB all over Brazil.
Creative
Solution
We created a landing page with 10 content updated areas, which
support the drop of monthly newsletters. The content is written by
IBM IT professionals, who receive feedback from the clients who
access the site and send their opinions. We created a content
management tool accessed by those IBM professionals. This tool
manages the deadlines to input, edit, revise and approve the
content before it’s published.
Results
- We already have more then 800 unique clients reading our articles;
- 400 new subscribers;
- 20.000 pageviews after the 7th touch;
- Each article has in average 186 clients reading;
- 08 new columnists - IBM (one from Canada);
- From our subscribers (results from online poll):
-
60% said that the articles are very interesting, 35% qualified as interesting
-
and 4% as not very interesting;
- 71 articles published in ten months;
- 25% of newsletter impressions on average;
- 26% of newsletter click thorugh on average;

22. IBM Rational Buzz
Content management tool

23. IBM Rational Buzz
Landing page
Newsletter

24. 2006
Storage

25. Storage
Challenge
There are many different servers, with different prices, capacity,
sizes. But the consumers still want the same benefits: large storage
capacity, in a little space. This is what DS 6800 is, and this is
what IBM has to show to it´s target
Creative
Solution
The main difference between DS6800 and the great part of servers
is it´s storage capacity–- 5 terabytes -–in an amazing little space, so
little that could be demonstrated in a real size, on the
posted direct mail.
Results
800 pieces were posted and we have delivered until now
40 refrigerators. The objective was to deliver 50
refrigerators, which means 50 scheduled meetings.

26. Storage
Refrigerator - gift

27. Storage
IBM Global Best Practices Blue Reuse winners provide examples of
how Brazil has creatively driven key messages with less funds and in
less time spent than their original inspirations and enabled
subsequent renditions from SSA to benefit even more greatly.
US Idea
Cost: $200/piece
ROI: 2,45%
Brazil
Cost: $17.13/
piece
ROI: 2,831%
SSA
Cost: $7.19/piece
ROI: 7,061%
plus open opportunities

28. 2006
WMYS?

29. WMYS?
The Challenge
As the campaign launch couldn't count with the
amount of money needed for a big launch in TV
and Print, the creative team was challenged to
leverage the Innovation Agenda using nonadvertising media.

30. WMYS?
Birds – a different usage of the TV spots on-line

31. WMYS?
Embraer
Creative Insight
To create this piece the creative team thought in showing how the IBM solution helped Embraer to
accelerate the process of developing a jet plane with virtual tests, and then, making the airplane
come “out of the paper” faster than usually.
Results
This creative ran one day in Yahoo! Brazil home page
This format has a high impact and interactivity
Impressions: 2.666.272
Clicks: 43.632
CTR%: 1,64 – the highest rate of the entire campaign

33. WMYS?
Internal Communication – Building Decoration
Building decoration and Broadside distribution.

34. WMYS?
Internal Communication - Broadside
Broadside with the Campaign information, concept, pieces and media plan. They have been distribributed in
the IBM builduing and in events.

35. WMYS?
Internal Communication – W3 Interactive Tool