IBM gets 'On' new advertising campaign
2004-5-26

IBM's newest advertising campaign is literally On. On, symbolized by a red computer key emblazoned with that word, is the latest component of the company's campaign to define "On Demand" and to educate customers and potential customers about its advantages. The ON key, coupled with the words Demand Business, continues to deliver that strategy, but with more specific examples.

"After seven years of using the red 'e' as the centerpiece of our corporate brand advertising, we've built up tremendous awareness, goodwill and association for IBM," said Lisa Baird, vice president, Integrated Marketing Communications. "The new on demand business branding -- which introduces the red 'on' button -- reflects the continuing evolution of our business model."

One set of advertisements using simple images and headlines showcases clients who have turned on ¨C Honda, China, eDiamond Grid, Royal Caribbean, E*Trade, Gehry Technologies and National Geographic. More copy-intensive print advertisements, headlined "What is ON?" and "How to get ON," explain the different facets of On Demand Business.

"Being 'on' means you're responsive and flexible," Baird said. "It means being on your game: on budget, on track, on schedule. We want people to associate IBM with that new, on demand way of doing business."

The campaign, which includes both print and television advertising, begins this month in the U.S., Canada, Europe, Africa and the Middle East. It will launch in other parts of the world within the next few months.

Return Back