Company

IBM is a technology and consulting company with operations in over 170 countries and some 425,000 employees worldwide. In Germany alone, the company has 24 sales locations in its office network. As a partner to companies, governments and non-profit organizations, IBM is the prime driver of global technology transfer. It empowers its customers to face future challenges by developing innovative solutions in the areas of consulting, cloud and IT services, hardware and software.


Task

Modern information technology forms the backbone of an increasing number of companies, enabling them to meet the requirements of global markets – and to grow with these in future too. Today, this applies equally to large corporations and to classic medium-sized enterprises. In order to match business models and infrastructure, it is necessary to implement smarter strategies – from big data through to mobile enterprise. Raising awareness of this problem is exactly what IBM wants to achieve with the provocative questions posed in its campaign. And this must be precisely targeted to the decision-making business traveler.


Solution

In order to guarantee the full attention of this top target group of business travelers, IBM decided to take the cross-media approach to populating its advertising space at Düsseldorf Airport. The decisive factor for the individual placements was an effective mix of analog and digital, of continuous visibility and an innovative approach. A range of touch points along passengers’ routes – from high-impact transparent banners through 4/1 Colorama light boxes, right up to the impressive DUS AD BOARDs and DUS AD WALKs – work in harmony to ensure lasting and impressive leads. Here, high quality digital media and classic, high footfall locations combine to create the optimum conditions for raising awareness among potential customers. This is exactly what a leading technology brand like IBM expects.