Put first things first again - Ogilvy Amsterdam
Issue 12 | September 2009
Agency
Ogilvy Amsterdam
Creative Team
Executive creative director:Carl le Blond, Copy director: Henk Nieuwenhuis, Senior art director:Peter Tromp, Interactive creative director: Chris Jones
Other Credits
Account Manager: Ruben Juninck
Date
May 2009
Background
IBM wanted to let CIO’s know their lives could be a lot easier with IBM Managed Infrastructure Services. This is a kind of outsourcing service for common IT tasks like infrastructure management, operations, compliance and regulations. These issues aren’t of major importance but take up a lot of valuable time and resource. So the brief was to communicate that IBM can help get rid of these daily tasks so the CIO can concentrate on core priorities.
Idea
To get this message across in an impactful way, the target audience was sent a real mini shredder that works with a USB-cable to your laptop. It came with a couple of well-known ‘Things to do today’ sheets crammed with tasks. They were invited to shred these papers… and thus experience the instant relief IBM MIS could bring.
Results
The sales follow up is still running. So far, over 10% of recipients have made an appointment to talk to IBM about Managed Infrastructure Solutions.
Our Thoughts
I bet the recipients loved getting this. Its one of those fun pieces that lets you interact with it and it’s got a clear simple idea. I don’t think its fresh enough to get up at international award shows, but the people who receive it couldn’t care less, and neither should they. As I said in my introduction, this is the year of fun.