What 'I' Can Disrupt, CIO — Michael Fasciano, MBA

What ‘I’ Can Disrupt

CHALLENGE: Once the default partner of the CIO, IBM was ranked lower in consideration among CIOs in 2016. The objective for 2017/18 was and is to re-win the hearts and minds of CIOs and to get them to re-assess how they view IBM. The CIO Plan set out to deliver a powerful point of view to CIOs that represented an integrated offering among numerous business units across IBM.

KEY INSIGHT: In a world where technology moves quicker than the ability of business to adapt it, CIOs risk becoming the middle man. CIO’s are trying to evolve their role but only seeing mixed results. 95% are investing in innovation teams but only 50% believe they’ve realized an innovation edge (Oxford Economics Survey). What if we could make CIOs an agent of change within their organization?

Solution: For today’s modern CIOs, the “I” in their role must go beyond just information. It takes Insights, Ingenuity and Innovation. New demands. New skills. It’s a whole new game out there. And if you don’t learn to play, someone else will take your throne. IBM can help you redefine your ‘I’.

What ‘I’ Can Disrupt served as the provocative, attention-grabbing prologue to the three chapters of the CIO narrative. Each of the three chapters represent the common key milestones of the CIO’s digital transformation journey (Enabling Digital Business with Infrastructure, Leveraging Faster Cloud & Analytics, and Delivering Transformative Experiences for Employees & Customers.)

The campaign’s Experience Framework worked on 3 levels:

§ Provoke with an anthem video that stops CIOs in their tracks with an emotionally charged POV and breakthrough media

§ Explore with a 360 infographics to curate evidence of how leading CIOs are creating business value and moving beyond boundaries traditionally associated with their role

§ Educate by arming CIOs with the content they need to create value for their organization by being an agent of change.

Plan led by PROVOKING with an emotionally charged, lyrically driven manifesto for CIOs to evolve their ‘I’, delivered as a 90 second anthem video.

Media partners included The Economist, CIO.com, Wall Street Journal, Forbes, New York Times, YouTube TrueView, LinkedIn, Twitter and other platforms. After engaging with the hero assets or experience, a re-targeting audience of over 100k users were re-engaged with web banners, social and other touchpoints.

Further EXPLORATION fostered on the connected theme landing page, which features an immersive 360 Infographic, a research driven POV in partnership with IDC around The New I’s of the CIO, as well as connection points to the landing pages for the three chapters of the campaign narrative.

CIO 360° EXPERIENCE: In this interactive experience CIOs play the role of disruptor to break down the barriers they need to evolve and transform their business. Not only was this 360 experience featured on the plan landing page, it also was featured via touchscreen at IT events around the world, starting with Gartner ITExpo in Orlando. This interactive module served as an in-person, multi-media conversation starter with real CIOs at these critical industry events.

PRINT: To bring the new I’s of the modern CIO to life in tangible ways, the team pioneered a new content genre, the Info-Comic. With key research and data points, the initaitive went beyond the generic info-graphic by developing three stories of CIO characters within a graphic novel genre, representing Ingenuity, Initiative and Inspiration respectively. Together, these three CIO characters formed The Disruptors. The info-comics have been promoted in social media and featured at events, both as hand-outs and posters.