Silver

Federal "Smarter Planet"
Ogilvy

Today, the U.S. Federal Government is struggling to balance cost cutting and providing services. IBM understood that government can use help from the private sector to better meet these needs. In their first digital campaign to the Federal government, IBM had two goals: 1.) become an accessible partner through digital channels and 2.) drive sales for IBM offerings. Their innovative strategy was built on research around the buyer’s journey, while giving power to the user. IBM provided Federal decision-makers with full control of how and when IBM would speak to them-- ensuring greater reception. They offered the right message to the right individual, rather than one message to all individuals. The campaign also embodied IBM’s Smarter Planet perspective: when our world is more interconnected, efficient and intelligent, we are able to progress and to improve society.