The Voice of Art
IBM
Issue 44 | September 2017
Agency
Ogilvy Brazil
Creative Team
Chief Creative Officer Claudio Lima Executive Creative Director Felix Del Valle Creative Director Guiga Giacomo, Márcio Fritzen Art Director Frederico Gasparian Copywriter Leandro Neves
Production Team
Agency Producers Rafael Rosi, Cecília Taioli, Laís Pereira Production House Bando Studio Audio production Eduardo Santos
Other Credits
Planners João Marcon, Rafael Liou UXD Marcela Coutinho, Fernando de Souza, Flávia Goulart, Cadu Pereira Account team Bruno Perez, Chad Cathers, Gabriela Castejon, Milena Frias Clients Fabiana Galetol, Gisele Lloret, Mauro Segura
Date
April 2017
Background
With a market estimated to be worth 1.2 billion for 2017, artificial intelligence (A.I.) was opening up new technological frontiers.
IBM had developed the most advanced A.I. platform in the world, Watson, and had been disrupting industries such as healthcare, education and finance. However, in Brazil, people's familiarity with A.I. was superficial and Microsoft and Google had higher awareness, despite the fact IBM were pioneers in the category.
In its centennial year in Brazil, it was a priority for IBM to be positioned as a leader in A.I.
It was acknowledged that a traditional advertising campaign wouldn't be enough. A memorable experience with Watson would be crucial to make people feel the impact A.I. and Watson could bring to their lives and how it can transform businesses.
Idea
72% of Brazilians had never been to a museum or art gallery.
For a period of two months, in partnership with Pinacoteca, São Paulo's oldest museum, visitors could use an exclusive app to literally talk to seven art pieces in the collection. They were able to ask any question in any way they wanted. Watson responded through its Brazilian voice (Isabela) in real time and using natural language, explaining the history behind the piece, art techniques and styling and even the relationship with current topics.
The idea not only enriched the experience for museum visitors, generating awareness of Watson's capabilities, it also made Brazilians more interested in art.
Results
Earned media valued at US$ 3.3 million with more than 50 local and international PR stories, including a 4-minute segment on Brazil's leading soft news TV show.
Highest organic reach (+1M) and engagement rate (37% - our average is 3%) in the history of IBM Brazil's Facebook page.
+6M views on YouTube and Facebook to date, with +280K organic views.
340% increase on the number of Pinacoteca's visitors week on week.
The project was extended for 2 extra months. But more than that, it delivered real business results with 4 new client opportunities for IBM, including another big museum.
Our Thoughts
I'm sitting here, typing my comments but very soon I may well be dictating them to my laptop. Google Home and Messenger, Apple's Siri and Amazon's Alexa are transforming how we interact with brands. Already, if you're stuck for what to cook, you can talk to Jamie Oliver and get recipe suggestions.
Chat bots of one sort or another are becoming the means by which we access information and make our decisions. And A.I. is the means by which the bots will actually be worth talking to rather than squawking gimmicks.
Here's IBM showing how a chat bot can educate as well as inform.
Speech-activated technologies don't just mean brands are going to have to consider their tone of voice, literally, it must mean, surely, a big comeback for the copywriter? Someone has to write what the bots are programmed to say.