| Title | IBM Financial Times Mailing |
| Agency | Wunderman Thompson UK |
| Campaign | IBM Financial Times Mailing |
| Advertiser | IBM |
| Brand | IBM Global Services |
| Posted | December 2003 |
| Business Sector | IT Solutions & Professional Networks |
| Philosophy | We identified top managers at 17 banks in the UK. We knew that the one newspaper they all read each day was the Financial Times. So at 4am we bought that morning's first editions of the Financial Times and customised them for each individual we are targeting. We then biked these customised copies to the individual, so that when they got into work that morning, they got their own personal copy of the FT which had two ads tailored to them. In fact, for a few minutes, many thought IBM had run an ad specifically about them! Results: this was the most visible part of an integrated campaign featuring PR and salesforce activity that covered the Banking industry. (they also targeted the Automotive industry as a parallel programme). As we've explained, IBM was trying to establish links with influential individuals in target companies. On average, the IBM sales team was able to establish relationships with two individuals per company. According to IBM's calculations this programme has already brought in $9.4 million in revenue. Moreover IBM calculate that this programme will ultimately deliver $45 million in new revenue. Both figures are well above target. |
| Problem | IBM know that the best way to sell computers and software is via their consultancy arm: IBM Global Services. They had identified the Banking Sector as a lucrative target for growth. IBM needed to prove they had 40 years' experience of consulting to th Banking Industry. They also wanted to prove that they had a personal approach to consulting that set them a part from the competition. |
| Media Type | Direct Marketing |
| Market | United Kingdom |
| Creative Director | Steve Harrison |
| Copywriter | Rob Kavanagh |
| Art Director | Tony Haigh |
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