IBM: The Cognitive Dress

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Agency: Ogilvy New York

Product Description

Millennials represent 43% of IT spending. But how do you reach an audience that turns to popular culture, not commercials, to judge technology brands? For fashion's biggest night of the year, The Met Gala, we paired IBM Watson with Marchesa to design a dress that understood and responded to fans. IBM outperformed Apple (official gala sponsor) on share of voice 5 to 1, and rose from #4 to #1 preferred IT brand among U.S. millennial.

Objective of the Campaign

Our strategy focused on millennial, who IBM projected will represent most of its market...

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