140 The Best Digital Marketing Campaigns in the World
Campaign budget
Circa US $130,000.Target audience
Size: large enterprises with 1,000 or more employees with software develop-
ment teams of up to 250 developers (small and medium size teams).Titles: IT development managers, IT development project leaders, develop-
ers, testers, change and release managers.Action
The Mr Fong – Lost in Space campaign was a multi-faceted demand genera-
tion campaign with many different creative elements to communicate the
IBM message.Channels used during the campaign included video e-mails, viral video distri-
bution, a custom-built interactive landing page and various social networking
elements like a YouTube channel, Facebook page and Twitter account. These
channels combined to communicate one key message: that IBM Rational
software offers an agile platform that delivers real-time, in-context collabora-
tion and empowers distributed teams to become more agile and effective.The campaign started with a video distress call embedded in an e-mail: Mr
Fong, the central character of the narrative, was a software developer lost in
space, desperately trying to reconnect with his project team. Space was a
logical choice to demonstrate how IBM’s software can bring people together
across great distances. ‘We put him up in space because you can’t get any
further lost than that,’ explained Vicki Azarian, creative director at Ogilvy.