IBM US Open
INTREGRATED CAMPAIGN

The Task
As the official technology sponsor of the US Open, IBM seeks to enrich the tournament experience for those lucky enough to attend, as well as extend it to the millions of people who can't.

For the agency, the brief was three-fold:

1. explain how IBM’s instant infrastructure powers the world’s biggest championship
2. demonstrate how IBM on-demand solutions turn the ultimate sense and respond sport into the ultimate sense and respond business
3. enrich the US Open experience for millions of tennis fans in New York and around the world.

The Solution
Dynamic data lies at the heart of every IBM business solution. For the US Open, this began with each point being captured on handheld devices by the umpires and then being transmitted around the world as scores and statistics.

To demonstrate IBM’s capacity to provide this information instantaneously, a number of media were used to create a seamlessly integrated campaign:

• the eleven screens of the dynamic Reuters board in Times Square delivered live scores, statistics and video highlights for the duration of the championship to an estimated 1.3 million people every day.
• three ad vans delivered real time scores to the streets of New York City.
• a live score banner provided up-to-the-minute scores and statistics, as well as a guided tour of the on demand business solutions that made it possible to deliver those scores to fans world-wide.
• a full compliment of traditional online media drove to an interstitial explaining IBM’s US Open solutions in more detail.

Awards

The Banner has won both a New York and regional Gold Addys and was awarded a merit at the 2005 One Show.

The Campaign was also awarded a merit at the 2005 One Show.

The Billboard was highlighted as 1 of the best 2 peices of work when Ogilvy Interactive was annouced the best Interactive shop by Adweek in2005.