The work described here won Business-to-Business Campaign of the Year in the PRWeek Awards Asia.
Objective
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 of 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.
Strategy
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.
Results
The results of the campaign are confidential.