Brand Response
All advertising should elicit a response in aid of the brand.
These examples went about that in the most direct way possible.
IBM's Tivoli software is so sophisticated, it's like having an invisible IT expert looking after your system. Cannes winner
In the mid-2000s, IBM moved into the consultancy game. To get the message in front of the banking sector's top CEOs, we intercepted their daily copy of the FT and personalised it with a deft stroke of their ego. When they opened their paper they saw an ad for IBM and banking – with the consultant's card tipped onto the page... cont...
...and on the next page was an ad about IBM and their bank, and with their actual business card tipped onto the page. Cannes Winner
A unique on & off road Range Rover test drive experience called for a novel invitation. The subtly embossed outer was half smooth/ half rough and revealed a letter that unfolded concertina-style... cont
...copy referring to the off road capabilities of The Range Rover was carefully placed only on the mountainous half of the letter.
A tricky brief this. Bell's wanted to drive sales for Father's Day, but obviously we couldn't write to the children. So, we had a double sell to do. First, we had to sell to the dads. Then, they had to put the hard sell on their very own kids. To get the bottle they rightfully deserved, these dads needed some cheeky hints to drop around the house... DMA, Caples winner
How do you market an efficient new direct mail service to a chronically busy, budget-pressured marketer? With a micro site that lets them control the amount of story precisely to their available time. Thus maximising dwell time to the micro second.
To cut through the doormat pile-up at Christmas, we disguised Thresher's coupon door drop as a letter from a concerned neighbour. How could you ignore Mrs Dunfurly? 7% of recipients couldn't – triple the expected result.
IBM's software could be, at times, almost unfathomably sophisticated for mere marketing to even attempt to sell. The trick – as always – was to find a simple way to bring the core benefit to life. Their WebSphere Portal Software allowed your call centre to answer a customer's questions automatically. So, all the answers are in one place – just like a magic 8-ball.