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IBM
Watson Tops the Charts

RAN IN: United States

CLIENT
IBM

Ann Rubin, VP, Branded Content & Global Creative
Cecilia Correa, Director, IBM Advertising
Sangeeta Joseph, Branded Content & Corporate Advertising
Sara Sindelar, Next Gen Intrapreneur

AGENCY
Ogilvy *Lead Agency

Eva Augustyn, Group Planning Director
Nika Gokhman, Senior Planner
Joan Voltz, Executive Group Director
Jeff Curry, Executive Creative Director
Mark Himmelsbach, Head of Digital & Innovation
Liam Parker, WW Managing Director


SUMMARY

The “Future C-Suite” were excited about artificial intelligence, but lacked urgency to buy AI for business today. These young buyers look to culture, not commercials, to judge the strength of brands. So we set out to prove that Watson delivers commercial results, in a format that young B2B buyers couldn’t miss. We paired IBM Watson with producer Alex da Kid to launch a new product, in this case a song, more successfully than ever before. The track rose to #1 in just two days proving Watson truly means business.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;EVENTS;INTERACTIVE/ONLINE;PR;RADIO;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV

Audience: Future C-Suite

Objectives: Build, change corporate image

Type: Business-to-Business

Classification: National

Language: English