O&M promotes IBM’s Wimbledon link

By JULIAN LEE, campaignlive.co.uk, Friday, 18 June 1999 12:00AM

IBM has taken its ’e-culture’ campaign on to ambient media with the sponsorship of the Underground station serving the Wimbledon tennis championships.

IBM has taken its ’e-culture’ campaign on to ambient media with the

sponsorship of the Underground station serving the Wimbledon tennis

championships.



IBM, a sponsor of Wimbledon for ten years, is transforming Southfields

station to resemble Centre Court.



The deal, brokered by MindShare and created by Ogilvy & Mather, includes

covering the platform in Astroturf, putting umbrellas on lamp-posts and

providing commentary from a live umpire. The 48-sheet posters on either

side of the platform will carry crowd scenes while special

Wimbledon-themed ’e-business’ executions will run on four-sheet

posters.



Outside the station, a branded tennis net will span the road and 22

buses ferrying visitors to the ground will sport an IBM makeover.



Southfields station receives half of all the visitors to the

championships and an estimated 26,000 people a day will pass through the

station for the duration of the tournament. IBM, which supplies

Wimbledon with its computer equipment and website, hopes the ambient

campaign will also highlight IBM’s links with the internet.



In recent years, Southfields station has been used for ambient media

campaigns during the Wimbledon fortnight by both Nike and Perrier with

varying success.



IBM’s marketing communications manager, Lorraine Peel, said the

sponsorship was taking the IBM brand out of the office. ’We’re reaching

younger people through their interests,’ she said.



This article was first published on campaignlive.co.uk

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