z14 Integrated Digital Campaign and Event Roadshow
Creating awareness is a top challenge for most brands. Even more difficult is changing audience perception. Although IBM Z had many advocates among practitioners, there was much work to do to improve the perception of IBM Z among decision-maker cohorts (CIO, CTO, VP IT job roles). We were tasked with designing a campaign and content for the decision-makers, some of whom were doubtful of or indifferent to the mainframe’s current and future prospects.
Based on extensive audience and market research, the IBM Z product marketing team determined that their go-to-market message should be based on trust. This concept provided a narrative hook that we knew had the potential to chip away at the long-held perceptions of the platform. The digital campaign launched the z14 narrative to over 2,500 clients globally, engaging a diverse set of personas and roles with tailored content and key use cases. All assets were translated and localized for a tailored global client experience. SMEs, industry experts, and IBM customers were interviewed to create video and infographic content which populated the IBM z14 digital launch experience. The event roadshow hosted a series of invitation-only, key market, in-person events around the world targeting the top 450 key accounts. These events were aimed at creating authentic connections with decision-makers by empowering Champions and chipping away at the perceptions held by Challengers.
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