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BC. Business-to-Business Campaign of the Year


Winner
Campaign Title

IBM Australia The Era of Smart: Reinventing Australian Enterprises for the Digital Economy
Client

IBM Australia The Era of Smart: Reinventing Australian Enterprises for the Digital Economy
Agency

Text100 Australia

As part of IBM’s thought leadership strategy to support the company’s ongoing Smarter Planet initiative, IBM commissioned original research from the National Institute of Economic and Industry Research (NIEIR). This research built upon the positive impact of previous thought leadership campaigns in 2012. The NIEIR research was intended to be at the centre of a content-rich, fully integrated communications and brand campaign designed to create business urgency around digital transformation. IBM reviewed the impact previous reports, analysing: meta-research, IBM customer and market insights, and new research from IBM’s global Institute of Business Value. The objective was to develop a content-driven thought leadership platform that would help define what Australian organisations need to benchmark themselves against if they want to succeed.

The strategy was to create a content-led integrated campaign that would create a sense of urgency around digital transformation, and provide IBM with a ‘burning platform’ to lead an action-oriented industry movement, comprising specifically of: 1) The creation of an IBM and NIEIR report - Reinventing Australian Enterprises for the Digital Economy - which paints a clear picture of the financial benefits of digital transformation at an enterprise and sector level through economic modeling (for example, a leading bank could enjoy a ‘digital divide’ of $47 billion over an industry laggard). 2) Leveraging the new report across IBM’s entire business via a fully integrated campaign to create impetus for action and change targeting: employees, clients, prospects, government, industry, media and bloggers.

The results of the campaign are confidential.

Certificate of Excellence
Campaign Title

Big Data Big Results: Helping a newbie create its identity in the big data world
Client

Pivotal
Agency

FleishmanHillard

Pivotal was a new global technology start-up offering new generation big data, PaaS, agile development and analytic solutions that enable businesses transform into great software companies was getting ready for its Asia launch. In a market where 63 per cent businesses believe in the benefits of using big data, 61 per cent acknowledge business culture as the biggest barrier to adoption. To overcome these barriers with impact, Pivotal needed its launch to showcase the big benefits and credibility of the platform and the reliability of its brand and organisation.

With Singapore trying to lead conversations around big data, the agency approached Singapore’s Infocomm Development Authority for event partnership. IDA also agreed to talk about their ongoing work with Pivotal. To showcase capabilities, the agency brought in Pivotal’s big data scientists to demonstrate the capabilities and possibilities around big data. It leveraged the leadership team to talk about strategy and plans and showcase deployments and customer successes. It used social and targeted online communities to build conversations and spread awareness.
 

Over 40 business leads were generated post-event. The Pivotal engagement with media, analysts and customers continues into 2014, as the company expands across markets in the region.