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IBM
The Cognitive Dress

RAN IN: United States

CLIENT
IBM

Jacelyn Swenson, Manager, IBM Brand System
Sara Sindelar, Next Gen Intraprenuer, CHQ Marketing
Samantha Klein, Next Gen Intrapreneur

AGENCY
Ogilvy & Mather *Lead Agency

Sean Palmer, Global Account Director
Victoria Azarian, Executive Creative Director
Stephanie Cajucom, Copywriter
Dennis Kung, Art Director
Juliane Hadem, Associate Creative Director
Eva Augustyn, Group Planning Director
Kyle Ross, Account Executive


Neo@Ogilvy


SUMMARY

Millennials hold the purse strings for 43% of IT spending. But how do you reach an audience that turns to popular culture, not to commercials, to judge technology brands? On fashions biggest night of the year, The Met Gala (themed Manus x Machina), IBMs AI technology, Watson, collaborated with Marchesa to design a Cognitive Dress that understood and responded to the mood of the crowd. IBM outperformed official Gala sponsor Apple on share of voice 5 to 1, and rose from 4thto 1stpreferred IT brand among U.S. millennials.

CASE STUDY

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CASE VIDEO


Hero Medium: PRODUCT DESIGN

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);EVENTS;GUERILLA;Buzz Marketing;INTERACTIVE/ONLINE;Digital Video;PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP

Audience: Millennial IT & Business Decision Makers

Objectives: Increase preference among new audience

Type: Business-to-Business

Classification: National

Language: English