IBM gets others in shape for GDPR

Agency: Catalysis Role: Creative Director

Meet ‘The Coach’

IBM believed that GDPR wasn’t a threat for companies ready to put in the hard yards – it was an opportunity for self-improvement. We brought this to life through ‘The Coach’, a creative concept that breathed life and color into a story where most brands had chosen to sow fear and uncertainty.

Champions train hardest

'The Coach' is a specialist in data-driven competitive advantage, driving personal bests in customer experience and world records in digital transformation.

His training apparatus consisted of a campaign microsite hosting a 360-degree, interactive ‘GDPR gym’ experience; original video, articles and interactive infographics.

Traffic driving came from highly visual carousels, GIFs and six-second video spots, while SEO support was provided by nine blogs, authored by 'The Coach' and hosted on IBM web properties with high domain authority


The campaign was perfectly timed. As data scandals engulfed some of the world’s most loved companies, IBM’s GDPR messaging crossed the line a winner on the 25th May – and then just kept on running.

  • 2x Doubled Facebook and LinkedIn click-thru benchmarks
  • Achieved blog click-thru rate of 3%, versus IBM benchmarks of 0.53%
  • Exceeded paid media targets
  • 40 high quality responses