IBM: THE THINK FILTER

Credits & Description:

Advertiser: IBM
Agency: OGILVY NEW YORK
Category: Websites, Microsites & Banners
Group Creative Director: Mike Hahn (Ogilvy/Mather)
Senior Art Director/Illustrator: Okan Usta (Ogilvy/Mather)
Producer: Linleigh Hawk (Ogilvy/Mather)
Programmer: Tim Murray (Ogilvy/Mather)
Chief Creative Officer NA: Steve Simpson (Ogilvy/Mather)
Executive Creative Director: Susan Westre (Ogilvy/Mather)
Programmer: Joey Cavella (Ogilvy/Mather)
Group Creative Director: Ryan Blank (Ogilvy/Mather)
Technology Manager: Eric Hulsizer (Ogilvy/Mather)
Creative Director/Copywriter: Sam Mazur (Ogilvy/Mather)

Implementation
We call it the "THINK filter"; a series of banners featuring engaging puzzles with a common solution: T-H-I-N-K. The audience members who embodied the THINK mantra enough, and showed enough engagement with the world around them to solve the puzzle, were rewarded with a free app download. We wanted an intelligent, "forward-thinking" audience for this app, and these banners were overwhelmingly successful in delivering them.

Outcome
The THINK Filter was like a magnet for intelligent audiences: 88,000 puzzles solved/downloads of the app and counting...

Execution
We developed a thought-provoking banner experience to reach the right people in the right state of mind for our THINK App. Banners had one of three light, interactive challenges that tested a different means of reasoning, but always led to the same conclusion: T-H-I-N-K. Call it the proof in the pudding or leading by example: the challenge of getting to the app was itself a testament to what the entire concept stood for.

Client Brief Or Objective
IBM's THINK App is a celebration and exploration of human progress, and the ways in which IBMers and their partners work to solve the world's problems, large and small. We needed to develop compelling banner advertisements that would identify our primary target audience for the app: forward-thinkers with an appreciation for the kind of work the IBM brand engages in and helps foster.