© 2007 IBM Corporation1

Experimenting despite the process!

Alan FlackStrategic Brand ManagerIBM UK

© 2007 IBM Corporation2

© 2007 IBM Corporation3

Agenda

Why Wimbledon?

Campaign Objectives / Strategy / Overview

Learnings’

© 2007 IBM Corporation4

Why Wimbledon?

Because of the story– The AELTC needs to innovate every year, to keep the tournament ‘that

very special experience’

Because of IBM’s own innovation agenda– Wimbledon allows IBM to showcase new technology and services on a

very big scale

Because it’s in the UK– We can experiment & create!

© 2007 IBM Corporation5

Campaign Objectives

The business objective:– To drive understanding of IBM’s capabilities in solving business

challenges through the application of innovation that matters

The marketing objective:– Leverage the IBM / Wimbledon partnership to demonstrate HOW

IBM delivers real business value to business executives in their ‘down times’

The proposition:– Helping Wimbledon to innovate even with the toughest of challenges

© 2007 IBM Corporation6

Campaign Strategy

Content at the heart of the digital solution

Be where our audience are

Behind the scenes to show HOW, not WHAT

© 2007 IBM Corporation7

Campaign OverviewDigital Elements

OOH – BA & Virgin Airport lounges, & Heathrow Express

CNBC Europe

Sensitive Walls

Cab Vision – 1000 London taxis plus Live Scores

cnbc.com

TimesOnline websites

ibm.com & wimbledon.org

© 2007 IBM Corporation8

Create the team and the climate

– Develop the brief together

Media neutral planning

Set the business context carefully to ensure relevance and support

20% of budget on high risk stuff

– Hold your nerve when it goes wrong!

– Don’t be a slave to measurements!

100% belief in your infallibility (no matter how misguided!)

HAVE FUN!

Learnings’