IBM recently launched their new desktop platform, Lotus 8, with the “Clear Your Desktop” digital campaign, which leveraged 3 videos, ‘Bodybuilder’, ‘Jet’ and ‘Motorcycle’. In order to answer the campaign objectives (promote the Lotus 8 launch, gain significant exposure for the videos and drive traffic to the Lotus microsite), Neo@Ogilvy employed various online tactics, including the use of Google’s vast Content Network, which not only supports traditional Text Ads and Banners, but also videos.
‘Click to Play’ is a tactic that allows users to watch videos across a broad selection of websites in Google’s Content Network and then click through to the microsite at the end if they wish. The advantage to clients of ‘Click to play’ is that they only pay for the click if the viewer clicks through to the website and not for the ‘Click to Play’, thus making it a very cost effective tactic to drive large numbers of video views. Google Network also allows advertisers to target their audience on relevant websites, based on a pre-selected list of keywords.
IBM were pleased with the results of ’Click to Play’ and its role in the overall Lotus 8 launch. Neo@Ogilvy UK will certainly look to use Google’s ’Click to Play’ platform again in the future.
Following successful IBM webcasts in Denmark & Sweden, Neo@Ogilvy UK leveraged this innovative tactic to promote IBM Blade Server Technology, on the IDG website Techworld.
The webcast’s topic was ‘Blade Server Technology’ and the content was mutually agreed between IDG and IBM. The webcast was promoted in a number of ways: a banner campaign ran across the IDG network for 6 weeks prior to the webcast, driving users to the registration page, and promotional newsletters were also emailed out to the IDG IT database. The sitelet hosting the webinar was IBM-IDG cobranded and the webinar itself contained pre- & post-roll IBM Blade TV ads.
The structure itself was that of a standard webcast, comprising a webcast moderator and 3 panellists. The moderator coordinated the presentations, introduced the Blade topic and delivered poll questions to the live viewers. The webcast itself lasted an hour, beginning with short presentations from the IBM spokesperson, IBM Blade customer and an independent Blade expert, followed by a debate about Blade server technology, live audience polling and finally a live Q&A.
A post-event satisfaction survey of viewers allowed Neo@Ogilvy UK to demonstrate to IBM the webcast’s success and all attendees’ registration details were also passed on to IBM.
The IBM Blade webcast was promoted on the Techworld ‘Webinars’ page and in the IBM Blade Centre on Techworld for 3 months after diffusion and will be available to view on-demand for 12 months.
In a new, quickly expanding company like Neo@Ogilvy UK, creating a sense of community and friendship and integrating new team members is one of the most important and challenging aspects. After all, we know what happens to those who are all work and no play!!!…
With this in mind, one cold wintry night a group of Neo mavericks negotiated their way out of the safety of Canary Wharf and into deepest darkest Vauxhall to experience something so fluorescent, so glittery, so spandex-fuelled that only two words can describe it – Roller Disco.
For a fraction of the price of a “team building” course, we developed valuable team skills, got to know each other on a personal level and learnt that everyone has their strengths and weaknesses. Some people were strong skaters, some people were strongest while sat down guarding the handbags but everyone was excellent at providing encouragement whilst simultaneously trying to stay upright and not collapse with laughter!
The result of the evening was some misguided eighties throwback fashion (reminding everyone why legwarmers are never a good look), the discovery that at least one person had downplayed their roller skating skills and a realisation of why we fell out of love with it when we were young – it hurts when you fall!
Despite the bruises and the mild panic attacks the experience is definitely one that everyone will remember, and the photos do no justice to the sheer effort that went into the outfits! A lot of fun was had by all and as Neo@Ogilvy UK continues to grow and prosper, fun extra-curricular events like this will help build the company spirit and strengthen personal relationships to drive Neo@Ogilvy UK forward!
neo@ogilvy is the largest full-service digital media agency in the UK.
We provide clients with comprehensive marketing services for the digital age. With a mix of intelligent media strategies, innovative technologies and creative ideas, we develop marketing concepts that cover the entire customer journey. We have expertise in display, search and affiliates as well as a very advanced analytics department.
Clients include: Sony Bravia, British Airways, Qualcomm, Kodak, IBM, ASOS and The Disasters Emergency Committee