By Drew Bish and Martyn Gooding
Each year, OgilvyOne London creates a campaign to showcase IBM’s relationship with Wimbledon (the company has provided the tournament’s measurement systems for a number of years).
The Wimbledon campaign is a highlight of the creative year and our ads and websites have become famous for their technical innovation (bluetooth-enabled lawns, sensitive walls, anyone?).
This year, the task was a little different - we got a global brief to bring to life IBM’s long-standing partnerships with all four tennis Grand Slams: Roland Garros, Wimbledon, the US Open and the Australian Open; and which would also communicate the “Stop Talking. Start Doing” theme adopted for the 2008 campaign.
To do this, we created a website which captures IBM’s “innovation agenda” at each tournament; and we also came up with digital and press creative to drive people to the site. The work had to resonate with IBM’s upmarket business sector audience, had to be adaptable and had to have longevity - quite a challenge.
With a target audience that’s time-poor, and a subject matter that could lean towards being dry, the other challenge of the site was to quickly communicate the “Stop Talking…” message but in an interesting, interactive way.
Our key themes conceptually and visually were that IBM is the link between the four tournaments which otherwise operate in isolation, so the visual is derived from the idea of IBM literally bringing the tournaments together. Visit the site for yourself here: www.ibm.com/grandslam.
Click on the thumbnails above and below to see screengrabs and the press ad.
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