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IBM
Watson x The Oscars

RAN IN: United States

CLIENT
IBM

Ann Rubin, VP, Branded Content & Global Creative
Cecilia Correa, Director, IBM Advertising
Vincent Mallet, WW Advertising Manager

AGENCY
Ogilvy & Mather *Lead Agency

Steve Simpson, CCO, Ogilvy & Mather North America
Jeff Curry, Executive Creative Director
Mark Koelfgen, Executive Creative Director
Liam Parker, WW Managing Director
Jeremy Kuhn, Executive Group Director
Steve Ford, Executive Producer
Lee Weiss, Executive Producer


Neo@Ogilvy


SUMMARY

It's not often that an ad campaign tackles the fear that the product "could spell the end of the human race". Hollywood stereotypes of artificial intelligence were holding our audience back from understanding and embracing the real thing, IBM Watson. In content surrounding the 2016 Oscars we contrasted the evil deeds of science-fiction AI with the helpful capabilities of Watson. Product understanding, brand preference, customer leads and projected revenue lifted significantly. The world saw there was nothing to be scared of and so much to gain.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;SOCIAL MEDIA;TV;Spots (TV)

Audience: IT & Business Decision Makers

Objectives: Increase preference, motivation & trial

Type: Business-to-Business

Classification: National;Multinational

Language: English