IBM's support of the Australian (Tennis) Open is a key part of the IBM CMO marketing effort. It is used to highlight the scalable element of the Big Data story and how IBM support real-time analytics. They wanted to maximise awareness of this sponsorship amongst the CMO market in Australia in a concentrated campaign over the duration of the tournament.
Message to the CMO audience in a relatively short burst. Ensuring only that senior audience was exposed to the messaging and to be able to build up familiarity of the sponsorship was the key driver.
Use of exclusive data to target CMO's and then only putting the IBM message in front of those users on premium sites allowed us to deliver the scale required without sacrificing either the environment the ads were served against or the seniority of the audience being targeted.
2,000 unique visitors driven to the IBM campaign landing page from the target audience in a 4 week period.