Brief
IBM needed to makes their sales force aware of an important new offering called Enterprise Linux Server (ELS). And they needed to do it fast. The Purple Agency stepped in to propose a truly integrated internal campaign with the look and feel of a major above-the-line solution. The project needed to make a major impact on the audience and was a first for IBM UK.

Solution
Emphasising urgency (sellers need to gain awareness themselves then convince clients to adopt ELS quickly for reduced costs) the keyword 'NOW' appears throughout. The Purple team split the campaign across four key areas - Reliable, Flexible, Simple and Efficient - the server's key attributes. Deliverables include posters, coasters, pull-up banners, Flash banners, web pages, an interactive brochure, and an internal direct mailer comprising a toy model of the ELS complete with assembly instructions.

Result
This compelling and unique internal campaign successfully launched across the UK in January 2010. Our IBM clients and their sales teams were impressed with the impactful messaging, and ELS awareness quickly grew. There has since been a flurry of interest from further afield, with translated versions requested by IBM Europe for use in Germany, the Nordics and the Alps.