The task was to make IBM’s iSeries servers stand out in an overcrowded market that is awash with cut-rate specials. This was achieved by adding character and charisma to the product’s technical appeal. The banners used a reduced, symbolic look, and each addressed a different outstanding characteristic of the iSeries. The online campaign targeted IT senior management and CEOs at medium-to-large enterprises, and was developed for the German market as part of a global campaign.
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