Cut

Background

IBM Australia is able to offer pressurised Australian companies high-quality IT outsourcing.

However, there was very little awareness of this in IT Departments, where CIO’s had been finding themselves increasingly forced to cut back on their resources.

Most were having to live by the mantra of “Do more with less”.

To educate and inform these CIO’s, IBM wanted to stage an event. But, given the enormous demands on their time, getting these individuals to take an hour out of their day to attend meant the content and the invitation needed to be irresistible.

Idea

This idea was based on the simple human truth that sometimes it makes more sense to get someone else to do menial tasks for you. As an analogy Ogilvy used an everyday chore, mowing the lawn More and more wealthy homeowners (like the CIO’s) have been engaging mowing companies who do the job faster, better and even cheaper than they could do it themselves.

Results

This invitation impressed 147 of Australia's busiest CIO’s enough for them to register for a  2½ -hour lunchtime session. As a direct result, in the first month of 2012, IBM Managed Services exceeded 87% of the pipeline target for the whole year.

Our Thoughts

In our current always-on, constantly connected digital existence, it’s hard enough making the time to tell your kid a decent bedtime story. I can’t imagine be free enough to mow the lawn and apply turf builder. The insight is good. The DM is even better.