Most brands talk about making a difference, doing something that is useful, helps the communities in which they market their products. However they usually refer to apps or other digital or social programs. IBM took the more practical approach. IBM took the idea of utility and applied it to outdoor ads that double as functional surfaces: a bench, a shelter from the rain, a ramp. The campaign, 'People For Smarter Cities Project, was created in collaboration with Ogilvy & Mather France. The goal is to encourage forward-thinking citizens and local leaders to consider how to improve their cities and make them 'smarter'.
The campaign pushes the boundaries of what is expected from brands and pressures other brands to follow IBM's example. Change is happening faster and faster. Brands need to step it up if they want to keep up with the competition. Technology, empowered consumers and innovative advertisers are redefining how advertising is created and consumed. Marketing is continuously evolving and marketers need to keep finding new and creative ways of breaking through the clutter and attracting consumers' attention and making an impact.
Here are some examples of IBM's Ads With a Purpose
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