O&M launches IBM advertising to target City-based business

Ogilvy has developed an integrated campaign for IBM, which is designed to target people who work in the City.

Ogilvy has developed an integrated campaign for IBM, which is designed to target people who work in the City.

The campaign, called 'solutions for the city', aims to demonstrate IBM's ability to provide bespoke e-business solutions for City institutions and has three target audiences: chief executives, IT strategists and business managers.

Above-the-line work will include ads in the Financial Times and the extensive use of outdoor within the Square Mile. The ads use the idea that IBM can improve business efficiency. One series features brain teasers and the line: 'You've got a few minutes, sharpen the way you think. After that, spend a few minutes at our website and sharpen the way you work.'

Others feature people using micro scooters to get around the City. They flag up the company's website.

OgilvyOne and Ogilvy & Mather worked together on the campaign's creative and strategic thinking, while Ogilvy Interactive developed the IBM website.

The campaign was art directed by Nils Andersson and written by Roland Hafenrichter. Media buying is through MindShare and field marketing activity is by the Wow Factory.



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