IBM
Chapter i
The Challenge.
IBM faced competition from Apple. To stay competitive, IBM needed to appeal to a more relevant audience.
Chapter ii
The Strategy.
I was appointed as International Creative Coordinator to advise IBM on branding. Following significant research which included IBM’s Network of Dealerships, I recommended the strategy ‘The Biggest Opportunity Ever.’ It targeted IBM Dealerships offering expert support and technology solutions. A global campaign across 42 markets, combined with promotions and DM, encouraged IBM Dealerships to make contact for consultations and exclusive deals.
Chapter iii
The Result.
The campaign achieved a 3.2% conversion rate, 14% from promotions and 18% by direct mail, driving significant growth and engagement for IBM worldwide.
