Reframing the Mainframe - IBM Z & Today's Architects

The Challenge:
Despite its critical role in enterprise technology, the mainframe has long been perceived as outdated, with concerns around its future viability and a shrinking talent pool. Newcomers to the industry were particularly skeptical about investing in a technology they believed to be static, complex, or lacking innovation. Additionally, concerns about data security, privacy, and compliance were at the forefront of decision-making in an increasingly hybrid cloud environment. IBM needed to shift these perceptions and demonstrate how mainframe technology is not only relevant but also a driving force behind modern business innovation.

The Approach:
To change the narrative, we recalibrated the way people see the mainframe by showcasing real-world success stories. By highlighting startup visionaries, students, and enterprises leveraging IBM Z in hybrid cloud environments, we aimed to shift the perception from outdated legacy tech to an essential, adaptive technology for the future. The campaign centered around a core question: What could you build with IBM Z?

The Solution:
We developed an integrated, connected experience titled "Today's Architects", a digital storytelling campaign that amplified the voices of individuals and organizations shaping the future with IBM Z. The campaign featured:

  • • Personalized storytelling through videos, articles, and testimonials from users harnessing IBM Z for innovation.

  • • Targeted social media engagement to reach skeptics and inspire curiosity.

  • • A dedicated campaign and event page designed as a knowledge hub for aspiring and existing IBM Z users.

  • • Promotional assets including event banners, flyers, and social ads to drive engagement before, during, and after the campaign.

    • IBM Z Day integration, leveraging "Today's Architects" as a springboard to raise awareness and drive registration for IBM’s largest annual mainframe event.

The Impact:
The campaign not only resonated with existing IBM Z users but also engaged a new generation of architects eager to explore mainframe technology. Key achievements included:

  • • High engagement rates across social media, exceeding KPIs for shares, comments, and conversations.

  • • Significant organic traction, with participants amplifying their stories through their own networks.

  • • A record-breaking IBM Z Day, with a 20% increase in registrants compared to the previous year.

  • • Industry recognition, the IBM Z TOday’s Mainframe won two Bronze Telly Awards for integrated campaign and video storytelling.

By reshaping perceptions and positioning IBM Z as a platform for the future, "Today's Architects" successfully inspired a new wave of engagement, proving that the mainframe remains an essential pillar of enterprise innovation.

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