IBM Systems Group: The New Power Equation campaign
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A formula for success
IBM came to Leopard to find a way to generate excitement about and communicate the value propositions of the newly formed IBM Power Systems platform. This work would need to resonate with all audiences and geographies.
Using the natural physics equation for power (power equals work divided by time) as a springboard for the big idea, Leopard’s approach focused on what real customers were achieving with help from IBM—rather than on what IBM could do for those customers. That sense of empowerment and ownership, coupled with the simplicity of the equations (Power = i + p and Power = scalability + availability, -
for example), had a viral effect as customers, not always easily convinced to
appear on video, eagerly signed up to do so. Because this approach was open ended,
it had the added benefit of touching on all key value propositions for all audiences.
The integration of the two platforms is a technologically and historically significant event for IBM. To be able to reach the different geographies with one consistent message and to engage customers around the world with a viral campaign were of utmost importance. - What started as a library of five customer video vignettes snowballed within a month to 20 video testimonials from all over the world. And customers are still clamoring to share their own Power equations.
