IBM Rational software - Mr. Fong by Ogilvy

Share this content:

IBM turned to Ogilvy for a campaign supporting its Rational software technology, which allows software developers to work on projects collaboratively while in different locations.

To demonstrate how the software can bring people together across great distances, Ogilvy sent the main character of the campaign, Mr. Fong, into the vastness of outer space.

“We put him up in space because you can't get any further lost than that,” explains Vicki Azarian, creative director at Ogilvy. “Through the funny vignettes and videos, we show the wrong way [to connect developers], and then Rational comes in and helps him do it the right way.”

The video e-mail was sent to a list containing names from IBM's own database as well as a purchased list. Since the Rational Software technology is itself a social tool, Ogilvy set up social media pages for Mr. Fong on all major social networks.

“We wanted to use social media to do two things – be viral and get around and have the video be something people share, but we also wanted to show that using these different modes of communication was a good way to connect, but the best to connect [in the software development space] is to use the Rational technology,” explains Chris Landau, creative director at Ogilvy.

As with many campaigns in these economic times, the creative team was constrained by a tight budget, which was an additional challenge on top of communicating the benefits of the product itself.

“One of the mothers of invention was budget – we didn't have a big one,” says Lindau. “We used that fact to push some creative ideas through that may not have gone through if there was more money and time.”


Vice Chairman, Creative, Ogilvy New York
Chris Wall

Executive Creative Director
Susan Westre

Creative Directors
Vicki Azarian
Chris Lindau

Art Director 
Sally Kim

Art Director
Mike Tunney

Copywriter
Steven Schroth

Copywriter
Ben Heller

Interactive Production
Jason Shevchuk

Interactive Production
Valerie Valoueva

Please contact Kevin McKeefery for all contributions and feedback.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above