IBM — Smart Ideas for Smarter Cities
Let me just start with the fact that this piece was supposed to be about business to business marketing in technology, but after looking online to try and find a subject/advert to write about I was left uninspired,
most, if not all, are pretty boring.
Cold hard facts and figures are obviously what businesses need to know and want to know. But when I came across this campaign by IBM I was impressed by the fact it took a much wider view and gave a much broader message. By encouraging individual ideas you can create new business and by helping and inspiring people raise the profile of your company.
Now IBM is not a company that often jumps out and gives you a slap round the face with its advertising, it’s always there somewhere with measured unassuming adverts, which is another reason why I really like these billboards, doing something slightly unexpected always grabs attention.
Its also quite interesting how the billboards below reflect what IBM do as a company. Nearly every company has an IBM product but it’s not intrusive, it’s a product that helps you do other things. The billboards are firstly colourful, with a play on a park bench, awning and up ramp that is cheerful, not at all techie. By simply adding a curve to the billboard it has become a seat or cover so people don’t get wet while waiting for the bus. Again reflecting the helpful and functional theme.
As a global business services company IBM could do this anywhere on pretty much any scale, but other smaller businesses could quite easily employ this form of advertising in an more location specific way, for example targeting the business district in their home town or city.
Technology is always about continually improving, small adjustments and upgrades to improve user experience.
If cities were smarter then life in cities would be better… good point IBM.
What does a strategist do?
Having to explain what I do in my role as a strategist is a regular occurrence. It’s definitely a job title that fails the ‘mum test’....
Avoid the short cuts
The cumulative effect of incremental change is much more significant than most people give ...