IBM, main sponsors of ITV’s coverage of the Rugby World Cup 2011 in New Zealand, will air new idents created by OgilvyOne, from Friday 9th September 2011 starting with the opening ceremony.
The campaign centres around people having unexpectedly smart conversations about rugby, and features a number of characters discussing games they have seen, their conversations peppered with data. The campaign’s primary objective is to associate IBM with data analytics and to highlight the company’s presence in this category.
Rosemary Brown, UK Advertising Manager, IBM commented: “The campaign aims to get senior business decision makers to associate IBM with analytics by leveraging the buzz that surrounds this momentous global sporting event.”
Annette King, Chief Executive, OgilvyOne London, commented: “People in everyday situations talk in an unusually insightful manner about rugby, their conversations informed by data. This theme lies at the very heart of this campaign, and captures the public mood at the same time.”
IBM’s sponsorship also includes a presence on air, online and on mobile platforms which will run until the 23rd October and is part of IBM’s Smarter Planet initiative. Further information on this campaign can be found at www.ibm.com/smarterdata.
