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
