Broadcast

GOLD

GOLD

Company: IBM Canada -

Personal Computing Division

Campaign: ‘Pete’ Direct Response TV

Agency: OgilvyOne worldwide

Creative Director: Pete McLeod

Copywriter: Bob Snow

Art Director: John Halley

In order to get a leg-up on the competition, IBM decided to take the direct response TV route to market its PCs to consumers and small businesses. The focus was on the key third quarter selling period, a peak time for PC sales. The television campaign ran from July 31 to Sept. 17, 2000.

A set of three competitively priced offers was created specifically for the execution. They featured a ‘Buy Today, Ship Today’ commitment, which could not be matched by major competitors. More than 75 national stations and 15 cable networks were used – potentially reaching more than 97% of the Canadian population.

Customers were given the opportunity to interact with IBM via the Web or phone, thus fulfilling the company’s ‘easy to do business’ objective. Products were shown in detail with panoramic camera shots. The narrator, Pete, was friendly, confident and knowledgeable, epitomizing the IBM brand attributes for the audience. The campaign generated more calls and Web visitors than expected and sales over the nine weeks exceeded objectives by 37%.

SILVER

Vidéotron for its ‘Télénumérique Vidéotron’ commercial, developed by Sprint Communication Marketing.

MERIT

Manulife Direct, a division of Manulife Financial Ltd., for its ’2001 Spring’ campaign, developed by Proximity Canada (in partnership with Manulife In-House Modem Media, IMC and GO Direct).