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IBM
Outthink

RAN IN: United States, Canada

CLIENT
IBM

Ann Rubin, Vice President, Branded Content and Global Creative
Cecilia Correa, Director, IBM Advertising

AGENCY
Ogilvy & Mather *Lead Agency

Eva Augustyn, Group Planning Director
Steve Simpson, Chief Creative Officer - Ogilvy & Mather North America
Keith Anderson, Executive Creative Director, Head of Art, Creative
Jeff Curry, Executive Creative Director
Liam Parker, Managing Director
George Tannenbaum, Creative Director
Vicki Azarian , Executive Creative Director
Joan Voltz, Executive Group Director


Neo@Ogilvy


SUMMARY

"Old" IT was in recession, "new" IT was booming. 105-year-old IBM needed to cut through the crowd of competitors clamoring about the same "new" tools. There was one emerging area where IBM had more experience than anyone else: cognitive computing. We made cognitive the battleground for "new" IT. Through "thinking" dresses, conversations with Bob Dylan and more, we showed business leaders that IBMs cognitive system, Watson, would arm them with the competitive advantage they'd been waiting for, propelling IBM from #6 to #1 preferred IT vendor.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;Mobile/Tablet Optimized Website;INTERNAL MARKETING;MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Airport;Billboard;Place-Based;PR;PRINT;Magazine - Digital;Newspaper - Digital;Newspaper - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TRADE SHOWS;TV;Branded Content (TV);Interactive TV/Video on Demand;Sponsorship (TV);Spots (TV)

Audience: Business Decision Makers (IT & business leaders)

Objectives: Develop, revitalise market

Type: Business-to-Business

Classification: National;Multinational

Language: English