JET AW

IBM goes to Africa

Project Goal:

In a continent that thought IBM is still in the business of making typewriters, there was a need to set the record straight.

Summary:

In a continent of 56 countries, 1 billion people, and a GDP growth that's rivalling Asia, Africa is on the rise. Young 'Afropreneurs' are building companies, and even countries. IBM wanted to be their partners for growth and expanded across 26 countries, including their first research lab in the continent. In a bid to change their minds, nearly 1000 assets were created for a campaign of real-world examples and ran in 20 countries. As a result, web traffic increased 40 times, and revenue contribution increased 700%. Not bad for a couple of posters.