There’s something out there you don’t know about
Web developers are notorious for being passionate, creative, albeit arrogant workaholics. So when IBM created an informative website exclusively for them, it was important to show an understanding of their world or the relationship would be transactional at best.
How do you talk to a control freak? By acknowledging that they hung the moon, of course. But also by kidding them mercilessly about their workaholism, the way a close friend would. That’s just what this print and digital campaign did.
Results: Site traffic soared.