ASIA-PACIFIC – BEIJING, CHINA, NOVEMBER 2, 2010 – OgilvyOne Beijing became the first agency in China to win a prestigious Gold DMA Echo for its IBM campaign, “The Proposal”. The viral video was designed to create buzz for IBM’s 2009 Rational Software Conference, resulting in an attendance rate 43% over the target.
The video shows a developer who proposes to his girlfriend with a mobile phone light show with the help of his techie friends. The insight: developers are creative, not boring. The video was posted on leading IT blogs, social media and video sites. At the end of the video, viewers were directed to software discussion groups where they could click through to register for the IBM Conference. The viral drew 2,200,000 viewers in just one month.
“At the core of the IBM work is an understanding of how passionate software developers are about DIY,” said Doug Schiff, Executive Creative Director, OgilvyOne Beijing. “We’re really happy that, along with the great results achieved, the ECHO judges recognized the insightful thinking behind the campaign.”
The Direct Marketing Association’s 2010 International ECHO Awards were held in San Francisco in October and attracted nearly 10,000 people. The awards recognize the best of digital and direct work that has the power to change businesses – with equal weight given to creativity, strategy and results.
IBM’s “The Proposal” also won Silver at the China Effies and Bronze at the AME Awards.
The video can be viewed here.
CREDITS
Project title: Rational Software Conference "The Proposal"
Client: IBM
Brief: Drive attendance to the Conference
Creative agency: OgilvyOne/Beijing
Executive Creative Director: Doug Schiff
Creative Director: Sean Shi
Art Director: Teonghoe Teng, Liu Fang, William Lu
Copywriter: Fish Yu, Wei Xu
Account Management: Lily Tung, Kelly Bai, Suya Wang
Agency Producer: Zhuang Yu, Huiling He
Media agency: N/A
Production company: LightBox
Exposure (tvc, print, etc): Viral (online)
