As a sponsor of the Masters Golf Tournament 2014 (7-13 of April) IBM has unveiled a striking video campaign entitled “Made With IBM,” which included 62 different 30- to 60-seconds commercials that ran just once.
IBM invited three filmmakers—Jesse Dylan, Joe Pytka and Doug Pray—who went to 17 countries in March to shoot the company’s technology and innovations in action. These trips resulted in more than 30 interviews with ‘IBMers’ and clients and various topics coverage from music and cooking to cancer treatment and astronomical research. Ogilvy & Mather was behind the huge project that encompassed different IBM products and customers.
A representative from Sky Italia using IBM’s tools that collect and analyze social media mentions; an officer from Lindt drawing parallels between cloud-computing services and increasing online sales; IBM researchers explaining innovative technological solutions and much more information was transmitted through the spots to viewers’ eyes and ears. Now the spots are available on an IBM microsite.
“IBM’s goal is really to document a moment of change and the convergence of very powerful technology and business forces coming together,” said Steve Simpson, the chief creative officer of Ogilvy & Mather North America, “and to present that in a semi-continuous way and in a concentrated period of time.”
According to the NY Times, IBM has spent around $25 million to produce and advertise the campaign, which included print and online ads.