IBM Beacon Awards campaign design Profile

Roles: Senior Creative Director | Marketing Strategy | Content Creator | Visual Design

Client: IBM
Event: IBM's Annual "Think" Conference
Award: Beacon Awards

Background

The IBM Beacon Awards celebrate excellence among IBM Business Partners and are presented annually at IBM's "Think" conference. These prestigious awards highlight partners who have delivered exceptional solutions using IBM products and technologies, demonstrating their expertise and innovation in their industry. The awards process is divided into three phases: nomination, selection, and awards presentation.

Campaign Theme: "Emerging Light"

Campaign Phases:

  1. Nomination Phase:

    • Promotion: Launched an email and social media campaign to raise awareness and encourage participation.

    • Imagery: Depicted the "Emerging Light" theme through fireflies, symbolizing the playful curiosity of childhood and the spark of innovation.

  2. Selection Phase:

    • Promotion: Continued the campaign with visuals of lanterns, representing diversity and the international scope of the contest.

    • Imagery: Lanterns illuminated the night, creating a warm and inviting atmosphere of celebration.

  3. Awards Presentation Phase:

    • Promotion: As the awards announcement approached, the campaign imagery transitioned to spotlights, highlighting the winners and their groundbreaking technologies.

    • Imagery: Spotlights symbolized recognition and the full illumination of the winners' innovative efforts.

Design Objectives:

  • Develop a compelling campaign concept to motivate IBM Partners to participate in the 2020 Beacon Awards.

  • Strengthen IBM brand loyalty and promote the PartnerWorld brand.

Activities and Outcomes:

  • Designed and developed the campaign concept, visuals and digital and print collateral

  • Created a comprehensive messaging strategy across various channels, including:

    • Social Media

    • Infographics

    • Newsletters

    • Email Blasts

    • Banner Ads