Our Work
Separating the wheat from the chaff
- Client: IBM
- Media: direct mail, digital
- Year: 2008
One of the great problems of living in the so-called information age is the sheer volume of information available and sifting through it all, especially as much of this info becomes outdated and/or irrelevant very quickly. Few people suffer from “surfeit of information” as much as IT managers. To find the information they and their company need, they often have to waste hours swimming in a sea of out-of-date, irrelevant data.
This new integrated campaign from OgilvyOne London for IBM aims to address this problem. The work includes a tightly targeted DM piece that looks like a “must-open” parcel from amazon.co.uk or other online retailer. Within the pack there’s a booklet that looks like it should be useful but is in fact filled with amusing examples of useless info – apart from the IBM section titled “Want to get straight to the useful information?”, which is handily bookmarked and draws attention to the fact that IBM can help IT managers take back control. The booklet drives recipients to a dedicated website.
