CAMPAIGN MEDIA AWARDS 2001: The Overture Award - Best Use Of New Media Business-To-Business

IBM Multi-platform Customer Acquisition Pilot



Mdigital worked with Guardian Unlimited to pioneer a genuinely

multi-platform campaign for IBM's Personal Computing Division. PCD

included a programme to sell IBM hardware direct to customers and six

Guardian platforms provided a wide range of channels to target business

and personal purchasers.



The same offer and tagline - the IBM ThinkPad for £799 - ran

across The Guardian newspaper, its WAP edition, e-mail alerts, The

Guardian's interactive TV channel on ntl, the website and via PDA on The

Guardian's content channel on the Avantgo platform.



IBM Europe's Andrew Brown commented: "Not only was it new and innovative

work but it is now seen as a springboard for IBM in co-operating with

MindShare and other media owners to build more complex, integrated and

advanced mobile, PDA and web-based campaigns."



WINNER

Title: IBM Multi-platform Customer Acquisition Pilot

Agency: MindShare

Creative Agency: OgilvyInteractive and Blau Tequila

Client: IBM

Brand/Product: PCD Odyssey

Media or Brand Managers: Andrew Brown, Athena Ainsworth

Account Team: Ashley Harris (project head), Andrew Morse, Russell Dubs,

Justin Taylor, Tom Dunn, Diane Pople