IBM iMEC Campaign
The IBM Integrated Market Expansion Campaign
IBM needed to find a way to position themselves as an integrated solutions partner to C-level executives in 4 countries
IBM in the MEA region is known for the provision of systems and software, and predominantly by IT managers or lower level IT professionals. We needed to find a way to communicate IBM's full service offering to the C-level and senior management of telecommunication and banking organizations in 4 countries in a manner that was both relevant and spoke to specific pain points.
To personify IBM as the one, ultimate smart business partner any CEO would ever need. Past credentials were disclosed, as one would when applying for a job. A messaging matrix was deployed for notoriously difficult-to-reach CEO’s. Identifying their pain points, we used profile-targeted eDMs, SEM and banners which led them to a registration website and locking them to the campaign.
Through out the life of the campaign, and through an intensive optimization drive, we exceeded every success metric. We generated over 30 million impressions, 40,000 clicks and 1,300 registrations and were 97% above our registration targets.