IBMAccount-based marketing campaign

Service
  1. Account-based marketing campaign
Industry
  1. Technology
Awards
  1. 3 Hermes Creative Awards
  2. 2 2019 Pearl IMPACT Awards
  3. 1 ANA B2 Award
  4. 1 Global ACE Award

IBM came to us with an idea – a co-creation space where IBM experts and client leaders come together to use modern design techniques and IBM technology to solve specific business challenges. It already had a name: The IBM Garage.

But we were tasked with developing a value proposition and creative concept that would do the new offer justice. To stand out against rival innovation hubs, we knew we would need a little bit of magic.

Our concept for this account-based marketing campaign – Where it happens – was focused on the space itself and the amazing, transformational change that can happen inside the IBM Garage. Campaign highlights included an innovative interactive physical book and in-browser virtual reality (VR) experiences that parachuted prospective clients directly into the IBM Garage environment.

Fusing the classic principles of print design with the technological capabilities of VR was a real thrill, and allowed us to develop a multi-sensory campaign that drew in new and existing audiences.

We weren’t the only ones to get excited about IBM Garage. We’d landed on a proposition that clearly resonated with the target audience and judging panels, too. Aside from helping to generate millions of dollars in revenue, the campaign has picked up an impressive array of awards.

Results

1,200 organic visits to the microsite
2 x the average IBM page engagement rate
$62 million in lead progression (in only five months)

Awards

  1. Hermes Creative Awards, Integrated Marketing Campaign, Platinum
  2. Hermes Creative Awards, Direct Mail, Platinum
  3. Hermes Creative Awards, Website Overall, Business to Business, Gold
  4. 2019 Pearl IMPACT Awards, Best B2B Content Program, Winner
  5. 2019 Pearl IMPACT Awards, Best Use of Innovative Tech, Honourable mention
  6. ANA B2 Awards, Account-Based Marketing (Individual Prospect or Customer Programs), Winner
  7. Global ACE Awards, Best Account Based Marketing campaign, Winner

I had a wonderful experience with The Frameworks in the creative concepting, execution, and launch of our IBM Garage campaign. They are resourceful, flexible, and above all else – understand our goals and audiences.

Daily stand-ups, three-hour workshops, multiple visits to the IBM offices, physical and digital collaboration tools – all added to the team’s overall sense of camaraderie. I’m eager to co-create with them again in the future!

Karam Sethi, Content Director, IBM Originals

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