IBM
today’s architect’s campaign
the challenge
Overcoming skepticism and misconceptions surrounding mainframe technology, IBM needed to recalibrate messaging to effectively convey to audiences the potential and impact of this powerful technology:
1. Perception of obsolescence: There was a misconception amongst industry professionals about the future viability of mainframe technology, perceiving it as outdated and potentially obsolete in the rapidly evolving digital landscape.
2.Skills pipeline concerns: There were apprehensions among stakeholders regarding the limited availability of mainframe skills in the workforce and its potential impact on the sustainability of business operations.
3.Data security and compliance: A prevalent concern among stakeholders revolved around data security, privacy, and compliance, with doubts regarding the mainframe's ability to meet modern regulatory requirements.
the solution
Recalibrate how people see the mainframe by showcasing the mainframe’s power and potential through the perspective of actual users, creators, startup visionaries, and students who are leveraging the adaptive, innovative technology of the mainframe in their hybrid cloud strategy to create, innovate, and build their future enterprise. By sharing their stories of transformation, we want to invite the audience to consider: What will you design and build with IBM Z?
01 / MANIFESTO
today’s architects:
an integrated
storytelling experience
Our story Our increasingly data-driven world offers limitless possibilities, and businesses around the globe are leveraging the power of the mainframe as a key component of Hybrid Cloud to accelerate AI competencies and drive business innovation with sustainability. IBM Z supercharges performance, capability, and security, allowing companies to modernize their applications and data, achieve rapid innovation, and reduce their carbon footprint.
Our experience Leading up to IBM Z Day, October 18, 2023, Today's Architects kicked off with an in-person event honoring the mainframers showcased in our campaign. Social media posts featuring Today’s Architects profiles directed the audience to the official site where visitors can discover more stories with learn more about IBM Z solutions, as well as register for future IBM Z events.
02 / CAMPAIGN ASSETS
marketing campaign
As part of this campaign, we created print banners, videos, social media ads, and a landing page to tell the story of 15 of IBM Z Today’s Architects with messaging focused on how to make mainframe technology relevant.
• Integrated Campaign Strategy
• Website Design (Desktop/Mobile)
• Website Development (Desktop/Mobile
• Print Banners
• Animated Social Media Ads
• Copywriting
• Global Video Production
03 / SOCIAL MEDIA CAMPAIGN
Concept:
We highlighted the global aspect of the campaign by showing a map of the participants, including an introduction with name, photo, and job title, a short description of how each architect uses the mainframe, and with a CTA that drives to each individual’s profile featured on the campaign landing page.
04 / VIDEO
hybrid video recording
With an ever-growing global remote workforce, companies are in constant need of reliable, cost-effective video production capabilities that bring high quality and a consistent look and feel without breaking the bank.
The go-to solution has long been remote capture using a computer’s built-in webcam and microphone. This method relies heavily on internet connectivity, webcam performance, quality and resolution, and puts the burden of framing a shot and picking an environment and lighting on the subject.
Harnessing a global network of vetted, professional videographers, Somnio has developed a streamlined, efficient hybrid remote solution that delivers consistent, professional, “in-person” quality without sacrificing budget.
the challenge
Somnio engaged with IBM Z to develop the Today's Architects campaign. The challenge with this project was how can we capture high-quality photography and video footage of 12 individuals from across the globe within 4 short weeks and on a tight budget? Conducting 12 live-action shoots would cause this project to go over budget and timeline, while conducting traditional remote recordings would not provide the video quality needed for the campaign and the photography quality needed for developing large-scale print assets.
the solution
Leveraging technology that allows for a consistent director to remote in through the lens of the camera and a global talent network to scout locations, set up and run equipment, and coach talent, Somnio was able to capture 8K video and high-resolution photography that seamlessly aligns with the campaign look and feel at a fraction of the cost of live-action recording.
the results
Increased Engagement
The implementation of IBM Z's initiatives led to a significant increase in user engagement and participation in their events. Specifically, there was an over 20% increase in registrations for Z Day, a key event aimed at fostering community and knowledge sharing among IBM Z enthusiasts. This notable rise in participation highlights the effectiveness of the strategies employed to attract and engage the target audience.
Recognition and Awards
In addition to the surge in event registrations, IBM Z's efforts were recognized with prestigious accolades. The project earned two Telly Awards, which are renowned for honoring excellence in video and television across all screens. This recognition underscores the high quality and impactful nature of the content produced as part of the IBM Z initiatives, further cementing its success and industry impact.
05 / AWARDS
telly award winner
BRONZE WINNER
Campaign-B2B: Business-to-Business for Branded Content
BRONZE WINNER