IBM: #WhatMakesGreat

IBM, the computer manufacturing company, demonstrated its AI platform, Watson, by making it Wimbledon's first AI tennis expert.

Campaign details

Agency: OgilvyOne

Leveraging IBM's position as IT Supplier at The Championships, 'Watson' is the AI pundit with the ability to uncover unforeseen patterns in tennis.

Audiences were invited to interact with the system to answer 'what makes a great player?'

Strategy

The opportunity given to OgilvyOne was to 'do for tennis what Watson can do for business' with the aim of demonstrating Watson, IBM's AI platform, in action; the challenge was to uncover new tennis insight that was both engaging and interactive.

With a growing realisation among business people that structured data alone rarely lead to new...

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