IBM: Can AI help a grassroots football club raise their game?

IBM, the computer hardware company, joined forces with lowly Leatherhead FC in the UK to prove IBM Watson's worth to a business audience that includes elite clubs.

Campaign details

Brand: IBMLead agency: Ogilvy London

Campaign Overview

Ogilvy London and IBM joined forces with lowly Leatherhead FC to prove IBM Watson's worth to a business audience that includes elite clubs.

Strategy

Gaining share in AI B2B is integral to IBM's strategy, but challenges abound.

There's a limited understanding of AI, and fierce competition - not least from Google and Amazon.

Ogilvy London's demonstrated IBM Watson, its AI solution, in a football context.

If business leaders could be reached in their personal lives, as fans, the positive experience could influence their perceptions of IBM at work....

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