Campaign details

Brand: IBM
Lead 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.


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.

Meanwhile IBM could also target prospects, not least elite football clubs.


IBM Watson worked with a struggling grass-roots football club, Surrey-based Leatherhead FC, providing access to AI and cutting-edge data analytics.