IBM: The Discovered

IBM, a multinational information technology company, showcased how multi-platinum producer Alex da Kid discovered talent for his single in the US with the help of its AI technology, Watson.

Agency: Ogilvy

Objectives

Without a consumer facing product, IBM must compete for awareness and mindshare with brands that people interact with every day, including Google and Amazon. For those that are aware of IBM Watson, they normally expect the technology to show up in industries like banking or Finance, not knowing that the technology can be applied to any industry to transform the way they work.

Our objective was to increase awareness for IBM's hero AI product, IBM Watson, by showcasing how the technology can be applied to help business tasks in a creative way. We want our audience...

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