The “Smarter Planet” campaign debuted in November 2008, aimed at showing how the technology company is partnering with businesses and government leaders to create solutions for smarter enterprises, transportation systems, energy and health care.
“The launch phase of year one was about defining a ‘smarter planet' and IBM's vision for systems becoming smarter,” said Greg Ketchum, executive creative director at Ogilvy & Mather. “Phase two is about the ‘how.' From a competitive standpoint, data is one of IBM's differentiating points. Only IBM can take a company's data and help them find answers in ways they couldn't before.”
To highlight IBM's expertise in data, Ogilvy created an integrated campaign, including TV, print, and online that uses actual data in the ads.
For example, a TV spot called “Data Anthem” uses data from traffic flow, hospitals and energy systems superimposed on images of cars on a highway, a patient in a hospital and power lines. Voiceover says: “The more we understand data, the more answers we find. …On a smarter planet, we can analyze all the data we now see to make the world work better. Let's build a smarter planet.”
Another spot, “Data Baby,” shows a baby in a hospital along with data on a newborn's vital signs, to show how IBM is creating solutions for smarter hospitals. Other spots focus on energy and transportation systems.
The campaign also includes print ads running in publications such as Bloomberg BusinessWeek, Forbes, Fortune, The New York Times, The Wall Street Journal and The Washington Post, as well as technology trades.
The campaign is also running on business and technology sites, where users can click through to online videos featuring IBM experts talking about the importance of data in creating a smarter planet.
The data campaign broke during golf's Masters Tournament in April and is currently running on ESPN, the Discovery Channel and Sunday morning news programs.
The budget was undisclosed.