| Title | Cosmetics Girls |
| Agency | Ogilvy Paris |
| Campaign | Cosmetics Girls - IBM |
| Advertiser | IBM |
| Brand | IBM |
| Posted | August 2000 |
| Product | E-business Solutions |
| Business Sector | Business Computers, Workstations & Servers |
| Philosophy | Creative Strategy: Photos are taken in a reportage style, capturing slices of life. The situations are original and unexpected for IT advertising. The use of black and white was chosen for its impact, giving a strong visibility in magazines, press and proving striking in outdoor campaigns. The use of real customers provided our audience with solid proof of IBMs expertise and offerings. Media Strategy: The competitive threat to IBM was projected to increase in 1999, therefore, the media strategy demonstrated awareness of competitive activity through impactful, visible, cluster busting media planning. The objective was to position IBM as the pre-eminent IT company to work with. Results : The latest brand tracking from Q3 99 show that the U.K. and Germany have an average association of e-business with IBM at 40%. Significant jumps were made in areas such as leadership, innovation and want to do business with IBM. We have seen steady climbs in all the countries on e-business awareness. |
| Problem | Marketing situation: The challenge is not only to stay ahead of the competition but also - by using e-business as a core theme - rejuvenate the IBM brand image and build business with EMEA demonstrating IBMs knowledge of how to create business value through Internet technology. Advertising Objectives: Remove roadblocks to e-business adoption by showing e-business in action and proving that more and more businesses are becoming e-businesses with the help of IBM. Prove e-business is accessible to everyone. Energize the brand and position IBM as contemporary, modern, closer to real people and real life while continuing to maintain and grow e-business mindshare. |
| Media Type | Television |
| Length | |
| Creative Director | Susan Westre |
| Creative Director | Steve Hayden |
| Creative Director | Chris Wall |
| Copywriter | Richard Ryan |
| Art Director | Tim Knox |
| Agency Producer | Lee Weiss |
| Director | Joe Pytka |
| Production Company | PYTKA |
| Advertising Manager | Marylin Mersereau |
| Account Manager | Alain Damond |
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