IBM Hybrid Cloud
Role:
Strategist
Date:
July 2021
Objective
Develop a full year program across NBCU’s portfolio to establish IBM’s ownership of the hybrid cloud conversation, positioning its offering as the best choice for all businesses.
Strategy
Through a multi-platform program rooted in custom content, NBCUniversal brought IBM’s hybrid cloud to life through storytelling that highlights the value of a hybrid approach in a variety of scenarios. To connect with both a broad audience and core target demo, we established two creative strategies. First, we’d drive IBM’s association with the concept of “hybrid”, increasing its relevancy to a wider diversity of experiences. Second, we’d apply this broadened hybrid perspective with deeper tech and business insights to amplify audience engagement. This resulted in three custom commercial video spots featuring NBCU talent Zuri Hall that ran across linear, digital, and social properties.
Successes
NBCU’s collaborative partnership with IBM Hybrid Cloud powerfully extended the “hybrid” story to impactful audiences across the portfolio. Our variety of spots, leaning into the hybrid advantage across culture, production, and sports set forth a tangible association with the cloud offering and authentically extended IBM’s existing campaign. Amplified by NBCU’s social sync, Zuri Hall’s personal social channels, and across targeted relevant NBCU properties, IBM Hybrid Cloud resonated with a decision making audience and entertained broader viewers.
Social Promotion
TJ Hartnett 