#whatmakesgreat
IBM
Issue 46 | March 2018
Agency
OgilvyOne London
Creative Team
Creative Executive Creative Director Charlie Wilson Art Director Jamie Romain Copywriter Dan Shone
Other Credits
Other Account Director Samantha Hagans Project Manager Francois Camilleri Planning Partner Nina Mynk Group Managing Partner Gareth Richards Frameworks Principle Ben Bush Frameworks Associate Partner James Trowman Mindshare Business Directors Daleep Dahal, Will Libera Clients Advertising Lead Cheryl Clarke Wimbledon and RFU Client & Programme Executive Sam Seddon Brand Systems Digital Lead Sarah Warsaw Advertising & Brand Systems Kate Taylor Digital Marketing Leader Justina Gilbert European and Social Media Leader Lisa Hicks
Date
July 2017
Background
Integral to IBM's business strategy was gaining share in AI (Artificial Intelligence). To do this IBM needed to build on awareness of their AI platform, IBM Watson, but overcome limited understanding of its business benefits.
Idea
Watson became Wimbledon's first AI tennis pundit by understanding 'what makes great' players. Studying 22 years of sports commentary, reading 11.2 million words, Watson absorbed 28 years of match statistics, learnings from coaches, journalists, and ex-players about passion, stamina, 'performance under pressure', playing styles and the personality traits of the greatest players.
As a result, Watson became an expert tennis pundit with the ability to uncover unseen patterns and express insight in human terms.
Business decision-makers who were tennis fans, as well as players (e.g. Martina Navratilova, Jamie Murray, Marion Bartoli) and journalists interacted with #WhatMakesGreat,
The digital experience was delivered through DOOH, banners, a partnership with the Daily Telegraph and through social posts that shared Watson's insights, including Facebook live videos.
Throughout the tournament, Watson continued to learn, reacting to 'in the moment' events as they happened. For instance, during the five set epic match between Nadal and Muller, Watson noted that "Rafa believes he plays better in the heat but over 22° his win-rate declines."
From the second week of tournament, those who had engaged were re-targeted with banners inviting them to view a video to find out 'how Watson did it', then driving them to IBM Marketplace webpages with deeper information on the uses of Watson in business and the opportunity to trial selected products.
Results
Familiarity with IBM Watson increased 18%.
Awareness of IBM as an innovative company increased 17%.
Positive responses to "IBM is a brand I can relate to" increased 31%.
The goal of 1 million engagements was exceeded by 100% with 2,094,017 engagements.
There were 308,561 banner clicks, 868,857 video views, 613,852 social engagements, 302,747 article views.
Activity drove through to IBM's Marketplace, webpages through which a selection of IBM's products could be trialled. During the three weeks of the campaign, all campaign costs were covered.
Our Thoughts
Data, don't you just love it? And if you're a tennis fan, Watson had loads of it.
What makes a player great? Watson could tell you.
For instance, Agassi got aced more than any other Wimbledon champion.
Martina Navratilova won 87% of all tie-breaks. And so on.
Incidentally, four tennis players have been far worse-behaved than John McEnroe, and all four of them women. Just sayin'.
But data is meaningless unless you give it context and that's where OgilvyOne came in, creating a framework within which the data could become insightful.