IBM: #Whatmakesgreat

IBM, a multinational information technology company, increased awareness of its Watson technology in the UK by launching an AI tennis pundit at Wimbledon.

Agency: Ogilvy UK

Objectives

The principal campaign objectives were:

  1. To increase familiarity with IBM Watson amongst a business audience
  2. To generate a pool of over 1m engagements (which could then be re-targeted with the invitation to view a video to find out ‘how Watson did it', then driving to them to IBM web pages with deeper information on Watson in a business context and the opportunity to trial Watson for themselves)

In addition, two brand KPIs were set to measure the campaign's effect amongst the business audience:

  1. IBM being seen as an innovative company
  2. IBM being seen as more...

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