Global launch campaign
In 2023, we introduced IBM watsonx to the world. IBM watsonx is the next-generation generative AI platform for business. Watson, the legacy AI business unit was transformed to a more advanced and comprehensive suite of tools. It became a platform rather than a set of discreet software products and capabilities. It was built to build AI.
Derived from components and movements within the products, the campaign work took on a developer environment feel. Ads were assembled, keywords connected, and components activated as if working through a problem or logic flow in real time.
TV / CTV / Digital media
The global print and OOH was supported by a range of watsonx product- and capability-specific spots. We tapped Ogilvy, our agency partner, to help us create relatable personas, highlighting the value of watsonx in a variety of situations — from the institution side, the product-creation side, and the everyday consumer. The spots aimed to add humanity to what could otherwise be an impersonal technical product aimed at enterprise.
watsonx.governance
Ad for enterprise showcasing IBM's watsonx governance and transparency.
watsonx Assistant
Ad for the customer service industry focusing on the benefits of watsonx-powered chatbots in helping consumers.
watsonx Code Assistant
Ad focused on app developers and modernization focused on watsonx’s ability to generate and clean up code in complex environments.
campaign Region
Global
(TV North America only)
Agency partners
Ogilvy, Buck
campaign Metrics
Print & DOOH
77% avg brand recall
(56% industry average)
60% said the ads made them likely to consider IBM
(46% industry average)
55% avg rated they "love" the ads
(44% industry average)
TV & video
78% avg brand recall
(62% industry average)
78% said the ads made them likely to consider IBM
(72% industry average)