IBM Netezza Vlog Series
Centerline worked with IBM Netezza to position them as a forwarding-thinking company whose products help businesses capture and utilize all the information available to them in order to boost their data-driven marketing efforts. We crafted clever, visual narratives that spoke to data-driven marketers and connected with their emotions. As a result, specific messages around big data were fully addressed, helping consumers better understand the industry hot-topic, and further establishing IBM as an authority on big data.
Often, CMOs underestimate the importance of big data in advertising, and worse, consumers think it’s an invasive breech of privacy. IBM wanted an innovative and fresh, yet on-brand, method to communicate the value of big data. Our task was to explore the topic more in-depth and create discussion around the common concepts and misperceptions surrounding big data-driven, targeted advertising. Our resulting concept needed to feel authentic and applicable to marketers and advertisers who want to learn more about how big data can drive big results.
Strategy + Creation
Keeping all these nuanced messages in mind, after some lengthy brainstorming we landed on the idea of a video blog – a series of videos that were interesting and innovative but on brand. The casual nature of the vlog allowed subject matter experts to tackle concepts and misperceptions one-by-one in relatable language and with unique visual metaphors.
The videos, placed on YouTube and featured on the IBM Big Data Hub as well as other IBM social channels, quickly gained traction. They were simple, engaging and communicated in a way that informed the novice but delighted the expert. The messages reinforced that, with IBM product expertise, big data is remarkably valuable for marketers. Additionally this series won a Bronze Telly Award for the “Best B2B Online Video Campaign”.