CREATIVE DIRECTOR - WRITER
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IBM Lotus Notes

This campaign set out to show the world that Lotus was more than just an e-mail program. It was smarter than that. We set out to educate Lotus users about the capabilities of Lotus Notes by leveraging Lotus fans to create content centered around the various features. We also contextualized media spaces to communicate they types of things Lotus Notes could tell you.

The print ads featured graphic illustrations of a specific Lotus product found within Lotus Notes, while all other media, both outdoor and digital used headlines to contextualize what Lotus knew about that specific location.

Some Lotus Notes users strongly disliked the program while others were so fond of it they got together every year at a conference to talk about it. IBM wanted to communicate that Lotus was more than mail. So we set out, with the help of some hardcore Lotus fans, to show the world that Lotus was more than just an e-mail program. It was smart, and it actually knew a lot of things.

We ran a smart banner on weather.com that was connected to the visitor's search queries and served a custom ad based on where they searched.

We ran a smart banner on weather.com that was connected to the visitor's search queries and served a custom ad based on where they searched.

 
In JFK International Airport, contextual outdoor boards displayed the forecast of the gate's destination city at the time of arrival.

In JFK International Airport, contextual outdoor boards displayed the forecast of the gate's destination city at the time of arrival.

 
Not all media was "smart". This board in Penn Station changed ads every six seconds, so we ran a line about it.

Not all media was "smart". This board in Penn Station changed ads every six seconds, so we ran a line about it.

 

Lotusknows.com housed all of the content the campaign media drove to. We crowd-sourced the content from Lotus experts, and encouraged them to generate Lotus tutorials with a fresh and humorous take on how to use Lotus.