Agency: Ogilvy UK
Objectives
The principal campaign objectives were:
- To increase familiarity with IBM Watson amongst a business audience
- To generate a pool of over 1m engagements (which could then be re-targeted with the invitation to view a video to find out ‘how Watson did it', then driving to them to IBM web pages with deeper information on Watson in a business context and the opportunity to trial Watson for themselves)
In addition, two brand KPIs were set to measure the campaign's effect amongst the business audience:
- IBM being seen as an innovative company
- IBM being seen as more...