IBM

Ann Rubin, VP, Branded Content & Global Creative
Jacelyn Swenson, Manager, Global Brand Programs
Sara Sindelar, Next Gen Intrapreneur

Ogilvy *Lead Agency

Eva Augustyn, Group Planning Director
Nika Gokhman, Senior Planner
Joan Voltz, Executive Group Director
Liam Parker, WW Managing Director
Juliane Hadem, Associate Creative Director
Dofl Yun, Senior Creative Technologist
Justin Au, Designer

What happens when tech stalwart IBM enters enemy territory? To win over developers completely infatuated with its competitors? A dance party, surprisingly. IBM partnered with cultural phenomenon Daybreaker to enhance a morning rave in San Francisco with Watson technology. From the dance floor to the décor to the food, Watson personalized the rave for each attending developer. We won developers’ hearts and minds by demo-ing the technology (not just talking about it), leading to a lift in developer business leads and a sold-out event.