IBM: Cognitive Couture

IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.

Campaign details

Advertiser: IBMBrand: IBMAgency: Ogilvy Singapore Country: Australia, China, India

Objectives

The Challenge

IBM's past was eclipsing its future.

IBM is one of the world's great companies. Its hundred-year history includes spearheading the mainframe computing revolution in the 1960s, building a machine that beat Kasparov at chess in the 1990s, and most recently Watson, the intelligent system that won Jeopardy! But its past was holding it back, both financially (73% of its revenue came from legacy products like mainframes1) and perceptually (Business Decision Makers used words like "dated" and "boring" to...

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