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Tackling a summer of sport for IBM

In summer 2018, the FIFA World Cup, Formula 1, US Open, HSBC World Rugby Sevens and Wimbledon Championships all collided. With so much sport going on at once, Wimbledon lost 29% of its viewing audience.

As Wimbledon’s technology partner, IBM faced a challenge. They normally run their brand activation campaign during the Wimbledon Championships, but the audience had decreased.

So, rather than competing head on with all those other events, we turned this challenge into a creative advantage by embracing them.

The creative idea was to use IBM’s Artificial Intelligence platform, IBM Watson, to compare different sports and discover how athletes could learn from each other to #FindTheAdvantage.

Those who engaged were then ‘nudged’ along a communications journey to show how IBM helps businesses #FindTheAdvantage.

Despite Wimbledon’s audience being reduced in 2018, this brand activation broke through with an increase of 85% engagements versus comparable activity in 2017. In addition, increased brand relevancy was achieved tracking through to a positive ROI which beat previous benchmarks.


  • Ogilvy One


  • London
#FindTheAdvantage - IBM | Ogilvy
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