OgilvyOne’s viral "Proposal" for IBM woos viewers
2 November, 2010
OgilvyOne Beijing awarded China’s first ever Gold International ECHO AwardBEIJING
— OgilvyOne Beijing recently made history by becoming the first agency in China to win a prestigious Gold DMA Echo for its IBM campaign, “The Proposal”. The viral video was designed to create buzz for IBM’s 2009 Rational Software Conference and it did just that – propelling the attendance rate to an incredible 43% over target.Case Overview
OgilvyOne’s IBM “The Proposal” video used viral marketing to connect with developers in an unexpected way. The campaign's insight was that developers aren't robotic dullards, as the stereotype goes, but are actually quite creative, with a tremendous passion for do-it-yourself innovation. The video tells a story of a developer who, with help from his techie friends, puts together a mobile phone light show to propose to his girlfriend.
The video was posted on leading IT blogs, social media and video sites. At the end of the video, viewers were directed to software discussion groups where they could click through to register for the IBM Conference.Results
"Look how a software developer proposes!"* became a hot viral video both in developer circles and among a wider audience with over 2,200,000 viewers in just one month. The final attendance rate of the IBM Rational Software Conference was 43% above target; 260,000 viewed the Conference via webcast, 160% above target and revenue via validated leads was 54% above target. A less quantifiable, but perhaps equally valuable result was how the message of IBM innovation was clearly communicated.
“At the core of the IBM work is an understanding of how passionate software developers are about DIY,” said Doug Schiff, Executive Creative Director, OgilvyOne Beijing
. “We're really happy that, along with the great results achieved, the ECHO judges recognized the insightful thinking behind the campaign.”
The Direct Marketing Association’s 2010 International ECHO Awards were held in San Francisco in October and attracted nearly 10,000 people. The awards recognize the best of digital and direct work that has the power to change businesses – with equal weight given to creativity, strategy and results.
IBM’s “The Proposal” also won Silver at the China Effies and Bronze at the AME Awards.
The video can be viewed at http://v.youku.com/v_show/id_XMTA2OTM0MTgw.html
Project title: Rational Software Conference "The Proposal"
Brief: Drive attendance to the Conference
Creative agency: OgilvyOne/Beijing
Executive Creative Director: Doug Schiff
Creative Director: Sean Shi
Art Director: Teonghoe Teng, Liu Fang, William Liu
Copywriter: Fish Yu, Wei Xu
Agency Producer: Zhuang Yu, Huiling He
Account Management: Lily Tung, Kelly Bai, Suya Wang
Media agency: N/A
Production company: LightBox
Exposure (tvc, print, etc): Viral (online) For more information, please contact:
twitter.com/ogilvychina Sina weibo: http://t.sina.com.cn/ogilvy OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 130 offices in 50 countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. The roster of clients is equally balanced between global clients including American Express, Cisco, IBM, Lenovo, Nestlé, SAP and Unilever, and leading clients in our local markets. OgilvyOne Worldwide is a unit of The Ogilvy Group, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups.