This unbranded, long form content series spoke to IBM professional customer base already familiar with their SaaS offering. We needed to remind them that IBM is truly like an invisible best friend, always working for you in the background, unseen.
By creating a story in the style of "The Office" we spoke directly to users who might be in a different phase in there relationship with IBM — they could be new users, active users, lapsed users, or even ones that just renewed.
This series lived on YouTube and in IBM's B2B marketing.
CD: Adam Zoltowski | ACD/CW: Katharine Flynn | ACD/AD: Anthony Chelette