OgilvyOne Worldwide, New York, is creating groundbreaking digital and direct campaigns for its b-to-b clients that are resulting in increased engagement and interaction rates with its clients' target audiences.
From an interactive digital billboard at JFK International Airport in New York for IBM Corp. to a home page takeover of the New York Times' website for Cisco Systems, OgilvyOne is reinventing digital media and turning in exceptional results.
OgilvyOne is the direct and digital agency of Ogilvy Worldwide. Last year, despite the recession, OgilvyOne grew its revenue by 15% and picked up new clients including the American Bar Association, CDW, InterContinental Hotels & Resorts, Metropolitan Life Insurance Co. and United Parcel Service of America.
It also picked up new assignment from existing b-to-b clients including Cisco, IBM and Siemens.
For IBM, OgilvyOne created an 8-by-12-ft. digital interactive display at JFK International Airport called “The- SmarterCity Experience,” which combined audio, video and text-to-mobile features to show how IBM is helping cities improve such key systems as energy, transportation and health care.
“ "SmarterCities' takes the whole "Smarter Planet' positioning that IBM has taken [developed by Ogilvy & Mather Worldwide New York]—which is great in the context of brand-building—and uses insights that tie back to smarter cities,” said Gunther Schumacher, COO of OgilvyOne Worldwide New York.
The billboard interacted with users, by changing colors to complement the outfits worn by users who stopped by at the billboard, and allowing visitors to touch the screen and go deeper into the demonstration. Within five days of its debut, the billboard fielded about 2,000 touch sessions, with 35% of its videos being viewed to completion.
As part of the campaign, OgilvyOne also created a website at The- SmarterCity.com, which to date has had more than 130,000 visits, with an average of 4.6 videos viewed per user.
For Cisco, OgilvyOne took a new approach to digital media with a video takeover of The New York Times home page. It worked with its sibling digital media agency Neo@Ogilvy to offer viewers on NewYorkTimes.com a video viewing mode never before available on the site.
“Cisco as a brand is all about connectivity and bringing people together,” Schumacher said. “The idea was to find a way in real time to take over the New York Times home page and turn static content into video content that people could drill into without leaving the page.”
Users could click on a news story and view real-time video content in the viewer window, as well as share the videos with friends or visit Cisco.com to learn more.
Within a 24-hour period, more than 632,000 users interacted with the creative (a 22% interaction rate), and users spent more than 1 minute on average watching the videos.
In addition, 1.5% of users clicked through to Cisco.com.
“One of the emerging trends is that you need to look a little less at ad campaigns and more at how to distribute content that is relevant to the sales cycle,” Schumacher said. “We have to put a greater emphasis on the quality of the content we create and hope the audience helps us with the distribution. Content can still live on its own and tell a story, and video is obviously a huge part of it.”