IBM: Sand DM

IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of office or home. So getting them to come to a new office opening seemed a task that had disaster written all over it. That was until Ogilvy came up with an invite with a difference. What invitees got was a large black box that contained a pouch of sand. Yes sand. The TA was instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it. How it worked was - the sand when poured and dusted off, got stuck to invisible gum on the white card, and revealed a message – “IBM Opens in Qatar”. An interactive device relevant to the desert city of Qatar. The task was very successful and had high recall. 340 invites were mailed out and 125 respondents attended. A 40% response rate. The entire exercise is now going to be replicated in other Middle Eastern markets.

Advertising Agency: Ogilvy & Mather, Bangalore, India
Chief Creative Officer: Piyush Pandey
Executive Creative Director: Ajanta Barker
Creative Directors: Gautam Dev, Arun KT
Creative Controller / Art Director: Siju RS
Copywriter: Gautam Dev
Photographer: Sujith Bose
Client Servicing: Saji Mathews, Nita Grandhi, Pallavi Dutta, Karan Malhotra
Production: Manu Reddy, Naganandhan Rao

May, 2012


jponino's picture
601 pencils

Honestly... done like thousands times already !
moreover, what is the link between sand and IBM opening ? the fact that it opens in Quatar ? if it's the case, it is pretty weak...
you could have done better guys, especially when you do CRM you don't send a big box.

BLOODY FOOL's picture
199 pencils

a different approach...nice

arvin's picture
341 pencils

Simple and Effective.

iamcreative's picture
262 pencils

Nice thought well executed.

gonndo's picture
1094 pencils

It just a different way to invite people, not creative, just different...

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

observant vicky's picture
observant vicky
194 pencils

one thing is missing that is the essence of IBM.

rameshbfa's picture
51 pencils

cool..very nice..:-)


Ramesh Kadiyala

rameshbfa's picture
51 pencils

cool..very nice..:-)


Ramesh Kadiyala

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