IBM Originals

IBM Garage
Unboxing a design thinking workshop

We took a risk by taking an account-based marketing approach to introducing this new solution to clients, but it paid off.

Overview

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 hardback IBM Garage book with a foreword by IBM Services SVP, Mark Foster. In the book, users can find 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 hardback 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.

Challenge

The IBM Garage solution crosses all of IBM. That meant multiple marketing teams had to come together to present a united, cohesive, and compelling external campaign. Working hand-in-hand with the IBM Brand team, the IBM Cloud Garage team, and the IBM Services team – we came together around a user-tested concept “Where it Happens.” Our concept helped bring to life the unique and powerful garages we create with clients around the world and riffed off the word “garage” itself, which evokes a sense of space. The major questions we aimed to answer with this campaign:

·    What is the IBM Garage?

·    How is the IBM Garage different than design thinking?

·    What do clients do in the IBM Garage? Are there examples?

·    Where are the IBM Garages?

With this in mind we designed the mailer to be a “gift-like” experience so business leaders could learn more about the IBM Garage. We wanted to make each recipient feel a personal touch with a personalized letter written by Mark Foster. As we expanded the campaign, we created premium, docu-style client success videos which helped ground the IBM Garage in real life examples (learn more about our work with Volkswagen and McLane.)

Results

  • Since our November 2018 launch, the campaign has achieved $13.6M in win-revenue and $48M in lead progression and had more than 1,200 organic, high-value visits to the microsite.

  • Over 75 direct mailers were sent to 30 top accounts.

  • For the most recent month (February 2019), our page engagement rate is 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.