IBM
TheNextBrick by IBM was built to pilot a new owned media property approach to help shift the current industry perception of IBM as solely a source for IT infrastructure and support. Surprising and delighting customers by bringing the future of technology to them through groundbreaking content, the site reinforces IBM as an indisputable leader in innovation. The pilot program launched with an MVP in the retail vertical, and all content is focused on technology disruption in this space.
TheNextBrick highlights three key pillars of the retail universe: The Shopper, The Store, and The Business. The numerous content series within each pillar ensure that visitors are empowered to explore broader concepts and themes, cross-pollinating content across specific businesses and retail channels to encourage this exploration and exposure to content. Ultimately connecting the targeted user to a representative from IBM, the experience covers top-of-funnel lead generation all the way through to sales.
All creative leverages the iconic Paul Rand IBM aesthetic.
This vignette highlights some of the most cutting edge developments in merchandising technology through the lens of the actual clothing itself. This approach humanized the technology in a way that tapped into what merchandisers are most passionate about: the product.
Targeting executives in the retail space, this piece focuses on the technological expectations Millennials have throughout various daily micro interactions. We follow a day in the life of a Millennial shopper to represent a key consumer demographic holistically, telling the story of how their ethos as a generation influences the ways they interact with brands and retailers.
