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business-products-and-services

Gaudi Creates with Watson

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

At Barcelona's Mobile World Congress 2017, business innovators were interested in far more than just devices - they wanted to see new technologies like artificial intelligence in action. IBM's challenge: create an unparalleled experience allowing attendees to interact with their AI Watson first-hand and cement IBM's position as the only partner who can help them reinvent their organizations through cognitive computing. Our objectives: attract new prospects, progress existing leads, and increase digital/social impact over last year.

Campaign Objective

Our strategy focused on forward-thinking executives hatching transformative initiatives at their companies and looking to new technologies for inspiration. A survey from MWC host GSMA confirmed AI as a hot topic of interest. We knew from research that senior business leaders held a belief that AI would have a tremendous impact on business and society. Yet, in quantitative research, only 20% ranked making use of AI as “very important today” and failed to link it to priority business goals. We quickly realized they needed to actively experience AI as a transformative force for business reinvention right now and not as a ‘thing of the future.’ MWC’s theme, The Next Element, provided the perfect context. Our approach was simple: unleash Watson’s ability to see, and understand, data other systems can’t and create an experience that inspires attendees to embrace the untapped potential that creating with Watson can unlock for their organization.

Target Audience:

We found inspiration in the great architect, Antoni Gaud?. Based on his belief that a great piece of art is never finished, we challenged Watson to build on Gaudi’s legacy. The result? The First Thinking Sculpture, inspired by Gaudi and created with Watson. A dazzling display of AI at work, in the form of an always evolving sculpture, continuing Gaudi’s legacy and giving people hands-on access to the creative capabilities of Watson.

The Execution

IBM needed to connect with forward-thinking executives and senior leaders hatching transformative initiatives at their companies and looking to new technologies for inspiration. At Mobile World Congress, this meant drawing new prospects into IBM’s booth and providing invited guests with an unforgettable experience. We knew from previous research that senior business leaders held a universal belief that AI would have a tremendous impact on business and society. Yet, in quantitative research, only 20% ranked making use of AI as “very important today” and failed to link it to priority business goals. We quickly realized that they needed to actively experience AI as a transformative force for business reinvention right now and not as a ‘thing of the future’ and Mobile World Congress 2017’s theme, The Next Element, provided the perfect context. Our approach was simple: unleash Watson’s ability to understand data and create a real experience that inspires attendees to embrace the untapped potential that creating with Watson can unlock for their organization. Create with Watson was the campaign idea, and over a six-week period, we teamed up with Watson to create the First Thinking Sculpture. We wanted data to play a pivotal role in both the making and experience of the sculpture. First, we fed Watson hundreds of articles and images about Gaudi and Catalonian culture. Visual Recognition, AlchemyLanguage APIs and the Color Theory Tool were used to inspire the sculpture’s design by identifying materials, colors and shapes unique to Gaudi’s architectural style. Results were given to architects to inspire the design of the booth so it reflected insights provided by Watson. Next, we wanted to bake Watson’s cognitive capabilities into the experience of the sculpture itself. By taking what people around the world and at the event were saying, and using the tone analyzer API, we extracted personality traits like joy and curiosity and used the shifts in those traits to manipulate the sculpture itself. Finally, we gave people the ability to see how Watson works, allowing them to interact and explore the real-time data behind each movement via touchscreens. Brand ambassadors were there to further engage visitors with discussion about the sculpture and other innovative uses of AI for business. Videos detailing the making of and experience of the sculpture were created to capture interest from those following the event at home through the official #MWC17 event hashtag.

The Stats

The First Thinking Sculpture. Inspired by Gaudi, Created With Watson. Faced with the daunting task of creating an unforgettable experience for MWC17 attendees, we found inspiration in one of the greatest artists of all time, Antonio Gaudi. Based on his belief that a great piece of art is never finished, we challenged Watson to build on Gaudi’s legacy. We fed Watson hundreds of thousands of images, articles and words on Gaudi and his architecture. Watson then uncovered unique themes that inspired unexpected materials, shapes and colors of the sculpture. Next, we tapped into the buzz and social sentiment of the event to influence reactivity and movement of the sculpture. Using IBM’s ‘Insights for Twitter’ and ‘Watson Tone Analyzer’ APIs, we extracted tone and sentiment from tweets to reveal fluctuations in feelings regarding artificial intelligence, IoT, robotics and other hot conference topics. A 3D data visualization allowed attendees to explore the real-time data via touchscreens. A tap of the screen flipped the digital model of the sculpture, revealing a bar graph infused with live data. With the flip, copy makes a connection back to our inspiration: “Just like Gaudi, Watson looks at data from many points of view.” The result was a dazzling display of AI at work, pushing the boundaries of creativity in the form of an always evolving sculpture, continuing Gaudi’s legacy and giving the people of MWC17 hands-on access to the creative and cognitive capabilities of Watson, helping them reimagine their business in ways they never thought possible.

The Results

“If there was an award for the best booth at MWC 2017, IBM would have won it.” – MWC host, GSMA Because of the First Thinking Sculpture, millions of people now understand what Watson can do. At MWC17, we broke through the massive conference noise, increased booth traffic by 22% YOY, meetings by 25% YOY and hosted more C-level clients in our meetings than ever before (+230%). Outside conference walls, social conversation was wildly positive (86% positive sentiment), driving earned media conversations extended our reach to 7 million people. Additional support from paid social created a YOY increase of 317% in impressions and drove a YOY 281% increase in traffic to IBM.com. Even better, event brand ambassadors shared stories of people stopping in their tracks, not just to see the sculpture but to ask what the technology could do for them and how to get started – the very types of questions IBM wanted to hear. The results clearly demonstrate that our objectives were met: IBM attracted new prospects to the booth, progressed existing leads, and increased digital/social impact from last year- all through an experience that would deepen our target audience’s understanding of what Watson could do for their business. Create with Watson was the campaign idea, and The First Thinking Sculpture was the attention grabber. It was an experience that stood out from the thousands of other exhibits at MWC and was a refreshing change from the ‘sea of sameness’ attendees usually experience.

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