IBM z Systems hardware (also known as the mainframe) was about to turn 50. For their product launch of the new z13, I helped them use this celebration as way to highlight 50 years of innovation for its audience of business leaders, analysts and IT leaders. For these people, some of whom may look at the mainframe as outdated, the challenge was to shape perception and explain z’s context in the new digital economy across the categories that tech people care about — cloud, mobile and analytics. Through an integrated campaign that included a documentary film, technical highlight video, infographics, animations, customer reference videos, sales enablement assets, outdoor assets, and various web and social assets, IBM was able to speak to the audience in a way that was technical, informative and engaging — ultimately educating businesses on z13’s added value and driving them to buy. The result was a significant increase in market share, plus 118% year-over-year growth. And a handful of content marketing awards (MarCom, Stevie, AVA Digital).