Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

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 fashion's biggest night of the year, The Met Gala (themed Manus x Machina), IBM's 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 4th to 1st preferred IT brand among U.S. millennials. 

CASE STUDY

New-pdf-icon

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