Advertisement

Business solutions event invite

Published/Aired: 
July 2007
Description: 

Whatever the size of your organisation, we have the solutions that fit. The event invite took the form of a specially designed letter split into three parts, analogous to Small, Medium and Large businesses. All three parts could be read as one continuous letter. Each part could also be read as a stand-alone letter, showing that every business regardless of size is important to IBM.

Advertising Agency: Ogilvy One, Malaysia
Executive Creative Director: Selina Ang
Creative Director: Lee Siew Tin
Senior Art Director: Tay Kok Khuan
Copywriters: Lee Siew Tin
Business Director: Diana Thomas
Account Executive: Zed Zulkifli
Production Manager: Koh Kiam Seng
DTP Artist: Siah Pei Har

Comments (22)

Log in or register to post comments
Joe76's picture
Joe76
Activity Score 772

nice thinking; direct to the target

bknowlden's picture
bknowlden
Activity Score 3647

Very cool.

postman's picture
postman
Activity Score 951

Yes, it works!

Pacific Blue's picture
Pacific Blue
Activity Score 335

Un trabajo fantástico.
Kudos for copywriters.

Andal's picture
Andal
Activity Score 863

Like it
__________________________
Smart and Funny Signature.

_______________
It's so easy to critic.

Rog's picture
Rog
Activity Score 6082

:)

>>>> That's not an ad. THIS is an ad.

whitespace's picture
whitespace
Activity Score 1953

Fokkin' excellent!

(though the punctuation would be wrong)

itch's picture
itch
Activity Score 806

wonderful!

* it's not how good you are. it's how good you want it to be *

picturejockey's picture
picturejockey
Activity Score 658
Enas's picture
Enas
Activity Score 741

brilliant copy writer and editing
good signature

-----
Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

kingzeus's picture
kingzeus
Activity Score 260

clever!

"you are valued for your value so be valuable..."

Blahg's picture
Blahg
Activity Score 616

I like the idea but I would be worried that during execution the point that got across instead was that IBM considers its clients to be just numbers that deserve a form letter that isn't customized to their business. Don't get me wrong, I really like the concept, but when your business has been shifted to consultation I would think personal attention would be a stand out feature you'd want to accent.

Chico Ribeiro's picture
Chico Ribeiro
Activity Score 160

Very good concept and original use of media.

broughcut's picture
broughcut
Activity Score 20

copy isn't so great. Would have been stronger if the letter mentioned specific solutions -- small businesses probably don't have much use for enterprise servers but they certainly could with competitive-edge and cost-effectiveness. Just as well these buzzwords mean essentially the same thing as profitability and productivity. Great concept but it's been executed by padding out the letters with meaningless verbosity, rather than touching on how IBM's solutions can be scaled to fit different businesses.

Bodhi's picture
Bodhi
Activity Score 12

Copy is excellent.
And it's excellent because it's so simple. It doesnt involve jargon which nobody will understand anyway.

I love the execution, not to mention the idea.
Niice.

broughcut's picture
broughcut
Activity Score 20

a large business would understand 'jargon' like server, while a small business might notice that the 'server stuff' ibm is famous for is not on their letter (suggesting the tech behemoth actually knows their needs and will speak to them in English).

it's a great idea but all I take from it is that ibm doesn't want to discuss competitive-edge and cost-effectiveness with small business and likes to pad out letters to more valuable clients with lots of buzzwords and verbiage.

Seriously Crazy's picture
Seriously Crazy
Activity Score 638

It's just that when your business is small, your requirements are limited, too. As your business expands, your requirements also increase . And, IBM is still there to cater to all kind of needs.

puppiepoppy's picture
puppiepoppy
Activity Score 1634

CRAFTING OF THE COPY IS EXCELLENT! Malaysian Chinese Boleh!

hadrianapolis's picture
hadrianapolis
Activity Score 733

Very good... Like it so much

paulrand's picture
paulrand

good idea

sprezatura's picture
sprezatura
Activity Score 50

ah, where is my brain
albinic areola

olenamelia's picture
olenamelia
Activity Score 3

Creativity at its finest!

Advertisement