IBM and Eightbar use DOOH to generate buzz and excitement around branding


Think on Tour is an IBM event that happens in different parts of the world, bringing VIP customers and partners from the IBM ecosystem. This year the agenda was “New Creators”, bringing discussions about technology and real local solutions. The campaign’s KPI was Branding, strengthening the IBM brand among the C-suite, Business Decision Makers and IBM’s main stakeholders who would participate in Think on Tour.

The main challenge was to integrate the media activations into the physical place where Think on Tour took place and generate buzz for the people participating. Think on Tour happened on August 31st at the Bienal of São Paulo, in Ibirapuera Park.

The main goal was to generate buzz and excitement from the audience attending the event.


IBM and Eightbar decided to use DOOH in partnership with Eletromidia, because it is a format and a partner that provides a great potential for reach and also allows us to do an extremely focused segmentation in the area around the event. It was decided to activate the DOOH media programmatically via the MediaMath platform due to the security and control it’s possible to have over the campaign data in the platform.


As the goal was branding, buzz and excitement, IBM’s biggest and best thermometer to measure the effectiveness of the campaign would be the reaction of the attendees. What would they say about IBM, about Think on Tour, about their willingness to participate in the discussions that took place throughout the event. We believe that the following comment from an attendee illustrates the campaign’s success perfectly:

“The coolest thing was seeing all the expected buzz around the event. People were really excited to be at an event that had such an impact. I was much sought after by customers and partners who were not directly involved with the event, interested in knowing how they could participate in the next edition, as the Creators who participated stamped the creatives of the campaign.“ Gisele Lloret, IBM Brand Media Lead


IBM is a leading global hybrid cloud and AI, and business services provider, helping clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries.

EightBar is a collective of WPP talent dedicated to IBM and focused on making IBM’s brand matter and its business perform. Whether WPP, Ogilvy, or GroupM – we are one team, no limits… just results.