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IBM Garage (Campaign)

IBM Garage

 

Unboxing a design-thinking workshop

Audience: IBM Clients, who want to accelerate their digital transformation
Partner: Frameworks

 
 

The IBM Garage is a new way of working that brings IBM experts and clients together to collaborate and problem-solve side by side. It is a platform for managed innovation where true partnerships can flourish. Our integrated cross digital and print IBM Garage campaign helped introduce this new offering to the world.

 

Creating an array of high-impact, custom pieces we launched our program with an account-based marketing approach. We wrote, designed and printed a custom hardcover IBM Garage book featuring client success stories, inspirational quotes, custom infographics that explain how the IBM Garage innovation method works, and more.

To help make the IBM Garage a real, tangible space for our audience, we paired the hardcover book with a branded VR experience on our microsite. In the VR experience, users are invited to “tour” a garage and engage with garage content from the comfort of their home. The package was personally delivered to top clients around the world in a sleek iPhone-box-inspired matte black package, allowing each recipient to have their own “unboxing” moment.

Find out more: IBM Garage

 
 
 

Results

As of August 2019, our page engagement rate was 61%, which is about 2x IBM avg.

The IBM Garage book was a first of its kind, never before seen approach to content marketing at IBM.

 

Awards

ANA B2B: Account Based Marketing - Winner

Hermes Awards (3): Print Media - Platinum (2) and Electric Media - Gold

Content Marketing Awards: Strategy/ Integrated Content Marketing Program (Print/Digital Integration) - Winner

Pearl Impact: Best Branded Content Program-B2B - Winner