IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer people wanted to attend these events and spend time out of office or home.

 

For IBM’s launch in Qatar, IBM wanted to entice the audience and encourage participation. We created an interactive invite that involved sand – an intrinsic part of the desert city of Qatar.

 

The invite created curiosity, was memorable the fact that the message ‘IBM Opens in Qatar’ was created with sand suggested that IBM has effortlessly blended with Qatar’s ethos.

 

The result was a healthy response of 40%.

 

 

Bronze in DMA ECHO Awards 2013
Finalist in ADSTARS 2012 (Busan International Advertising Festival) 
Featured in THE WORK 2012 - Award Annual (Campaign Brief Asia)
Featured in"Creative Gaga" - Sep 2012 Issue (Ad Magazine)