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The Cognitive Dress

Agency: Ogilvy New York    •    Client: IBM    •    Category: Business Products and Services    •    Award: Bronze Award

Millennials represent 43% of IT spending. But how do you reach an audience that turns to popular culture, not commercials, to judge technology brands? For fashion's biggest night of the year, The Met Gala, we paired IBM Watson with Marchesa to design a dress that understood and responded to fans. IBM outperformed Apple (official gala sponsor) on share of voice 5 to 1, and rose from #4 to #1 preferred IT brand among U.S. millennials.

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