IBM: Business solutions event invite

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

22 comments

Joe76's picture
Joe76
772 pencils

nice thinking; direct to the target

bknowlden's picture
bknowlden
3647 pencils

Very cool.

postman's picture
postman
951 pencils

Yes, it works!

Pacific Blue's picture
Pacific Blue
335 pencils

Un trabajo fantástico.
Kudos for copywriters.

Andal's picture
Andal
863 pencils

Like it
__________________________
Smart and Funny Signature.

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It's so easy to critic.

Rog's picture
Rog
6094 pencils

:)

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

whitespace's picture
whitespace
1953 pencils

Fokkin' excellent!

(though the punctuation would be wrong)

itch's picture
itch
806 pencils

wonderful!

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

Enas's picture
Enas
741 pencils

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
260 pencils

clever!

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

Blahg's picture
Blahg
616 pencils

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
160 pencils

Very good concept and original use of media.

broughcut's picture
broughcut
20 pencils

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
12 pencils

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
20 pencils

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
638 pencils

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
1636 pencils

CRAFTING OF THE COPY IS EXCELLENT! Malaysian Chinese Boleh!

hadrianapolis's picture
hadrianapolis
733 pencils

Very good... Like it so much

paulrand's picture
paulrand

good idea

sprezatura's picture
sprezatura
50 pencils

ah, where is my brain
albinic areola

olenamelia's picture
olenamelia
3 pencils

Creativity at its finest!

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