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IBM
Watson

RAN IN: United States

CLIENT
IBM Corporation

John Kennedy - VP, Corporate Mktg.
J. Kosanke - VP, WW Media & Agency Mgmt.
Ann Rubin - VP, Brand Expression, Global Advt.
Kristi Kolski - Mktg. Manager, IBM Rsch.
Noah Syken - Manager, Business Analytics & Optimization Leadership

AGENCY
Ogilvy & Mather *Lead Agency

Lou Aversano - WW Managing Director, IBM Brand Services
Michael Dobak - WW Managing Director
Kimberly Duffy - Partner, Executive Mktg. Director
Steve Simpson - CCO
Susan Westre - WW Executive Creative Director, IBM


OgilvyOne Worldwide


Neo@Ogilvy


SUMMARY

IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Direct, PR, Events, Product Design, Consumer Involvement, Trade Shows

Audience: New Audience, Brand Influencers

Objectives: Brand launch

Type: Business-to-Business

Classification: National

Language: English