IBM CAMPAIGN EVOLUTION1995 – 2006

1996: Big BluePRINT

TUNES

COCKTAIL

TINGLES

1997: Solutions For a Small PlanetTV

NUNS

1997: Solutions For a Small PlanetPRINT

HAVA GAVA

VIRTUAL WALL

1998: e-business solutions TV

KILLER APP

1999: e-business innovatorsTV

SUPERMARKET

1999: e-culturePRINT

CHELSEA AMOUR TONY’S

2001: e-sportsTV

e-FANATIC

2001: e-Infrastructure

FANATICAL

FINANCIAL MERGER

INFRASTRUCTURE

2001: CodernautsTV

DAYDREAM

2001: CodernautsPRINT

SOFTWAREL.A.

2002: GizmosTV

PIXIE DUST

2002: GizmosPRINT

PIXIE DUST TIME MACHINE

2004: ON DemandTV

WHAT-IS-ON

2004: ON DemandPRINT

SMOOTH SAILING

NATIONAL GEOGRAPHIC

BROADWAY

2005: Help Desk IITV

TRAFFIC

2005: Help Desk IIPRINT

CYCLING PRODUCEFISHING

2005: The Other IBMTV

CATAPULT

2005: The Other IBMPRINT

KING ARTHER

INNOVATION STRATEGY

SALES & MARKETING SERVICES

2006: what makes you special?TV

ANTHEM

2006: what makes you special?PRINT

SIDE-BY-SIDE APPROACHES: PILL & RADISH

IN-SITUATION APPROACHES: CAR & HOUSE

2006: what makes you special?OUT-OF-HOME

BIRDS “Innovation for differentiation”This execution challenges viewers to ask themselves who they would rather be – one of the flock, or the one who breaks away?

EASELS - innovation for strategyIBM helps companies stand out by changing the way they think about strategy, how they implement it, and how they present it.

BAR CODE “Innovation for customer loyalty”Businesses that do something unique will discover that their customers will keep coming back for more.

2006: What Makes You Special?Web Site