IBM - #FindTheAdvantage

CD + hands on creative
Global Campaign using AI and data insight to drive debates
360 campaign for B2C + B2B
Sky partnership across OTT, TV, Social, and ArticlesInfluencer-based social impact films
Development of creative platform + campaign, sky scripts, social content + PR
Realtime content creation during the Championships + other key summer sports (F1, World Cup)
Multiple layers of conversations to intrigue sports fans, challenge perceptions of IBM and drive debates around the advantages of AI + Cloud for businesses

Gold + Bronze DMA 2018 winner

As a challenger brand in the Ai and Cloud space, IBM needed to act differently during their key partnership with the Wimbledon Championship to gain standout and change perceptions with both their consumer and business audiences.

The strategy was to engage business decision-makers in a fan mindset and then encourage them to a business-related story. Talk to the fan first, then about the technology and finally with retargeting the business potential/applications of IBM.

#FindTheAdvantage

We go from good to great because we gain an advantage over the competition. The extra 0.01% that separates the best from the rest. Athletes use everything at their disposal to gain that competitive advantage. Using IBM’s data and AI insights on what it takes to be a great Wimbledon champion, we compare aspects of the performance of great tennis players to a number of sports to drive discussions with our experts and influencers. This led to more targeted discussions on technology and business use as users engaged in our campaign.

To help deliver the reach needed we partnered with Sky to create a mini series #FindTheAdvantage that helped to drive the beginning of our discussions with sports fans on TV, OTT and in social. All business related discussions were then held on IBM channels with experts that Sky drove to.

This is a unique and innovative way of approaching the use of IBM’s tennis data and insights. Exactly the sort of ‘Smart’ approach that you would expect from IBM.

It enables us to bridge to a deeper conversation about how IBM’s technologies help drive business success for Wimbledon specifically, and for businesses in general with a focus on IBM Cloud.

Discussions to change perceptions

Find your advantage – Sports Greats: How do tennis greats compare to other sports? How can they learn an continually improve? What roles does technology play before, during and after they compete? We can we use data and AI driven insights to fuel a discussion to help athletes across sports learn from one another.

Find your advantage – Wimbledon: Focused on the Championships showcasing how does IBM help Wimbledon maintain itself as the best tennis tournament in the world with leading Cloud, Data and AI capabilities?

Find your advantage – Business: How do the same solutions and capabilities used at Wimbledon help global businesses solve their challenges and gain competitive advantage?

How Artificial Intelligence is changing fans’ perceptions of tennis

Think of Wimbledon and your mind will almost inevitably drift to lush green tennis courts, sporting greats, white clothing and possibly a few strawberries and cream.

Artificial Intelligence (AI) is probably not in your list, but maybe it should be. The AI, named Watson, is helping the famous tennis tournament reach for the stars.

Read the Sky article
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Did England learn from Serena Williams over penalty failures?

It’s that nervy time that arrives every two or four years when England’s footballers’ ability to deal with the pressure of penalties will be questioned. Could they learn from tennis great Serena Williams?

Read the Sky article
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Driving debate through social

Using data from previous years Wimbledon Championships + insights from our main summer sports, we identified possible key moments and talking points for 2018. This allowed us to create deeper content using influencers to drive the debates while responding in realtime to sporting moments using the Sky, IBM and Wimbledon social teams.

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Serena Williams’ sustained success compared to Tiger Woods

Serena Williams is part of the furniture at Wimbledon, as associated with the famous tournament as the grass itself. But after all these years, aged 36, she will return to hunt down another championship next week.

Read the Sky article
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How Cognitive Highlights are enhancing the coverage of Wimbledon

It can be a head-scrambling process at Wimbledon to keep an eye on 18 tennis courts, all simultaneously featuring action, and trying to piece together the most interesting bits.

So how did Wimbledon's digital channels command 69.9 million views last year, plus 436 million page views (up from 395 million in 2016)? Either the production staff are inhumanely eagle-eyed or another key factor is at play.

View the Sky article + film

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Andy Murray was most successful when controlling his emotion. But why?

Djokovic displayed moments of emotion during the Wimbledon, but how can emotions affect the game? Our Sky Sports experts discuss how sportspeople such as Andy Murray control their emotions.

Read the Sky article

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Fastest reactions: Tennis or F1?

Are a tennis player’s reactions better than a F1 driver’s?

View the Sky article + film

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Ivanisevic’s serve: Was it worth it?

Ivanisevic relied upon his serve, so should other sportspeople focus on strengths rather than weaknesses?

View the Sky article + film

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