Category: Direct Response Digital: Email Marketing
Advertiser: IBM HONG KONG
Product/Service: IBM SECURITY SOLUTIONS
Agency: OGILVYONE WORLDWIDE HONG KONG
Executive Creative Director: Shayne Pooley (Ogilvy Hong Kong)
Creative Director: Matthew Nisbet (Ogilvy Hong Kong)
Senior Art Director: Cheeyen Thye (Ogilvy Hong Kong)
Copywriter: Robert Chen (Ogilvy Hong Kong)
Media placement: Email - Nil - Jan 22, 2012
Describe the brief/objective of the direct campaign.
The average company’s IT security infrastructure is attacked 60,000 times a day. IBM Security Solutions wanted to showcase to potential clients how to combat this threat at their Security Trends Seminar. Our task was to get IT professionals to register for the event.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a simple eDM that dramatised the real need for expert IT security by demonstrating how easy it is for a hacker to break into their company’s system. When the email was opened a ‘Windows Security Warning’ appeared, alerting the recipient that the email data had been stolen.
On closer inspection the ‘Windows Security Warning’ was in fact a personalised email from IBM Security Solutions inviting them to the Security Trends Seminar. Readers could then click to register.
Explain why the creative execution was relevant to the product or service.
The eDM execution was relevant to the IBM Security Solutions service because it simulated how easily their email system could be hacked into – the kind of event that IBM Security Solutions can prevent happening. The idea was appropriate to the IBM brand as it positioned IBM as an expert who could provide a smarter solution than the targets’ existing IT security provider.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A click through rate of 27% was achieved, with 108 prospects signing up to the IBM Security Solutions Seminar – fulfilling the event quota.