IBM's "Smarter Planet" campaign was a strategic branding initiative launched by the company in 2008. The campaign aimed to reposition IBM as a global leader in technology and innovation while also addressing some of the world's most pressing challenges. Here's an explanation of the campaign:

1. Purpose: The "Smarter Planet" campaign sought to demonstrate IBM's commitment to using technology and innovation to make the world a better place. It was not just about selling IBM products and services but showcasing how IBM's expertise could contribute to solving complex global problems.

2. Message: The central message of the campaign was that the world is becoming increasingly interconnected and instrumented, with vast amounts of data and technology available. IBM believed that by harnessing this data and using advanced technologies, society could become more efficient, responsive, and sustainable.

3. Key Themes:

- Instrumented: This theme emphasized the growing prevalence of sensors and data collection devices in the world, from smart grids to healthcare devices. IBM highlighted how this data could be used for better decision-making.

- Interconnected: IBM emphasized the importance of connectivity in our modern world. This included everything from smarter transportation systems to more efficient supply chains.

- Intelligent: The campaign stressed the need for intelligence and analytics to make sense of the massive amounts of data being generated. This involved using technologies like artificial intelligence and machine learning.

4. Scope: The "Smarter Planet" campaign covered a wide range of topics and industries, including healthcare, transportation, energy, education, and more. IBM showcased real-world examples of how their solutions were making a difference in each of these areas.

5. Thought Leadership: IBM positioned itself as a thought leader in the technology industry by publishing thought-provoking essays, reports, and articles related to the campaign's themes. These materials often featured IBM's top executives and experts discussing the future of technology and its impact on society.

6. Global Outreach: The campaign had a global reach, with IBM engaging with governments, businesses, and organizations worldwide to promote the adoption of smarter solutions.

7. Impact: The "Smarter Planet" campaign had a significant impact on IBM's brand perception. It helped reposition IBM as a company focused on innovation, sustainability, and social responsibility. It also contributed to increased interest in IBM's products and services related to data analytics, cloud computing, and artificial intelligence.

In summary, IBM's "Smarter Planet" campaign was a strategic branding initiative that aimed to showcase how technology and data could be harnessed to address global challenges and make the world a smarter, more connected, and more intelligent place. It was a departure from traditional product-focused advertising and emphasized IBM's role as a leader in technology and innovation for a better world.