Global Capability Powering a Global Brand

The server market is highly competitive, and IBM sought to underscore the full value provided by its newest POWER9 offerings in that space. “Mission: Critical” was a multi-national roadshow, conceived as a white-glove appreciation event for users that reinforced their long-term relationship with IBM. Over the course of five weeks, the show traveled to London, Singapore, Tokyo, Mumbai, New York and São Paulo, reaching nearly 800 executives from valued IBM POWER clients.

Consistent strategy, with unique and scalable results

When GPJ was tasked to deliver in six cities across four continents, we knew it could be done. Early in the planning, it was important to the IBM clients that this roadshow provide a unique attendee experience and show there were multiple ways to tell the POWER9 story.

The creative narrative was developed around the premiere of a movie short titled “Mission: Critical” and featured a client experience akin to attending a movie premiere (complete with a Blue Carpet treatment). We partnered with digital sister agency Spinifex Group and Dark Matter FX to develop the short film, telling the story of an alien invasion thwarted with the help of POWER9’s enterprise and global capabilities in action.

After a brief kick-off by each city’s host, viewers enjoyed the featured presentation. Following the film’s conclusion, a keynote speaker took the stage and kicked off a full agenda that featured a mix of IBM and client speakers in a variety of interactive executive talks and panel discussions. The agenda also included an on-stage live AR demo that broke down POWER9’s key features.

Attendees were then invited into the “Behind the Scenes” Expo for a reception where they enjoyed refreshments and were invited to participate in an AR experience titled, ‘The Aftermath.’  Clients also were invited to view select demos, meet with IBM experts and network with their peers in a casual, collaborative environment. On departure, each client received a branded giveaway and commemorative movie poster, customized to their city.

In addition to the digital expertise from Spinifex and Dark Matter, the overall scale and reach of this type of roadshow would not have been possible without the joint efforts of our global GPJ offices.  Our worldwide strategy team lead the charge of communicating the strategic and technical requirements of the activation, while the local production teams executed flawlessly.  This resulted in a highly collaborative, consistent, high-production experience unique for each audience.

While the formal roadshow has concluded, local events using the roadshow agenda and content continue to be executed on a smaller scale, extending the value and ROI of these events.