IBM Watson Advertising
W3 – Silver
Davey – Silver
NJ Ad Club – 2nd Place
When The Weather Company and IBM teamed up to launch Watson Ads, consumers would now be able to engage with their favorite brands in a whole new way: through an intelligent, two-way conversation. So when we were asked to launch this new ad product in a way that spoke to both consumers and marketers, we needed to be doubly smart. We were making ads about ads, after all.
We kicked things off with a launch video, organic and paid social content, a Pandora sponsorship, print ads—all driving to a microsite where people could interact with live Watson Ads units.
After piquing the interest of consumers, we brought the conversation to the ad industry, appearing at the IAB MIXX Conference and Advertising Week. As expected, Watson Ads started becoming the talk of the trades.
Then something really big happened. At World of Watson, an IBM event that hosted over 20,000 industry professionals at the T-Mobile Arena in Las Vegas, our video was played as part of the keynote speech.
We liked Vegas so much, we came back a few months later and gave CES a taste of Watson Ads.