Agency: Ogilvy New York
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 opportunity in 2017. Qualitative research also showed they were less fearful than their seniors of adopting artificially intelligent technology suggesting that – if we could reach them – they would be prime early adopters of Watson. We knew that millennial see technology as a tool for collaboration. From Kickstarter crowdfunding to sharing genomes on 23andMe, this generation has grown up with the idea that technology brings people together to achieve more than any individual could alone. For millennials, their work, creativity, and output is strengthened by diversity of thought. With Watson's ability to analyze reams of data at great speed, it becomes possible to include everyone's opinion. Nobody is left out. We realized we could position IBM as the company that can help make a business more inclusive, by fostering creative collaboration – with coworkers, and with customers.