IBM Outdoor, Case study #WhatMakesGreat by OgilvyOne London

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Industry Software & Multimedia Productions, SaaS
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market United Kingdom
Agency OgilvyOne London
Executive Creative Director Charlie Wilson
Art Director Jamie Romain
Copywriter Dan Shone
Released May 2017


Lions Communication 2018
Outdoor Lions Innovation > Technology Silver Lion

Credits & Description

Brand IBM
OGILVYONE LONDON London, United Kingdom Entrant Company
OGILVY London, United Kingdom Idea Creation
Charlie Wilson Ogilvy UK Executive Creative Director
Jamie Romain Ogilvy Uk Art Director
Dan Shone Ogilvy UK Copywriter
Clayton Gray Ogilvy UK Head of Design
Sian Hughes Ogilvy UK Associate Design Director
Gareth Richards Ogilvy UK Group Managing Partner
Nina Mynk Ogilvy Planning Partner
Samantha Hagans Ogilvy UK Account Director
Francois Camilleri Ogilvy UK Project Manager
Digital posters at London’s Heathrow airport, banners and social media, including Facebook live videos, Daily Debates on and, articles on The Telegraph site, shared Pundit Watson’s insights and invited people to take part in the debate #WhatMakesGreat.
Pundit Watson continued to learn as the Championships progressed, using the debate to reveal further insight and react ‘in the moment’ to events, for example, debating the topics of stamina and passion during the five set epic match between Nadal and Muller, or linking to ‘performance under pressure’ during British Jo Konta’s last match.
From the second week of tournament, those who had engaged were re-targeted. Banners with the invitation to view a video to find out ‘how Pundit Watson did it’ and then banners re-targeting to IBM Marketplace webpages with deeper information on how Watson makes for great insights in a business context with the opportunity to trial selected Watson APIs.
Entry Summary
This outdoors activation idea was at an international sporting event, the Wimbledon Championships, which reaches a global audience of 70m and as such we do not believe that there are any terms, references or context that will not be known by an international jury in this submission.
Brief Explanation
IBM took their AI platform Watson to the Championships, Wimbledon. Watson held court, as Wimbledon’s first AI tennis pundit, with the ability to uncover unseen patterns and express insight about passion, stamina, ‘performance under pressure’, playing styles and the personality traits of the greatest tennis players.
Using this insight Pundit Watson inspired fans and interacted with journalists and professional tennis players – Marion Bartoli, Jamie Murray, Anne Keothavong and Martina Navratilova coming forward to be involved in a debate about what makes for a great tennis player.