Outcome Earned media valued at US$ 3.3 million; more than 50 local and international PR stories, including a 4-minute segment on Brazil’s leading soft news TV show; highest organic reach (+1M) and engagement rate (37% - our average is 3%) on the history of IBM Brazil’s Facebook page; +6M views on YouTube and Facebook to date, being +280K organic views; 340% increase on the number of Pinacoteca’s visitors week to week; due to its huge success, the project was extended for a 2 extra months. But more than that, it has already delivered business results: 4 new client opportunities for IBM, including another big museum, what proves that the results were positive in different spheres. Synopsis With a market estimated in US$ 1.2 billion for 2017, artificial intelligence (A.I.) is the new technology frontier. IBM owns the most advanced A.I. platform in the world – Watson –, which has been disrupting industries such as healthcare, education and finance. However, in Brazil, people’s familiarity with A.I. is still superficial when compared to that of other countries. Also, brands such as Microsoft and Google have a high awareness in the category, threatening IBM despite its pioneering. So, positioning the IBM brand as the leader in A.I. and the only one that can bring it to life have become a priority, specially this year, when IBM celebrates its centennial in Brazil. To do so, a traditional advertising campaign wouldn’t be enough. A memorable experience with Watson would be crucial to make people feel the impact A.I. and Watson can bring to their lives and how it can transform businesses. Execution Pinacoteca’s curators picked a selection of art pieces from the permanent collection of the museum that covered the history of Brazilian Art. Together with the Watson team, the curators spent 6 months teaching the system everything about the art pieces: it’s history, authors, curiosities, context, relation to today’s events etc. We developed an app with Watson Cognitive Capabilities and through a beacon system it recognized where the users were and to which art piece to talk to. All the experience with the app and within the museum was created considering a broader audience so it could be used by anyone: from 10 to 100 years old. And Watson learning didn’t stop at the release of the project - it will continue learning with users, throughout the entire period in which it will be available at Pinacoteca. Strategy The strategy was to put all Watson's cognitive power into a mobile app made available to visitors to the Pinacoteca Museum.This application uses several Watson APIs to recognize visitors' questions, identify the intent of those questions, and deliver specific answers. In addition, we incorporate a system in the museum building that recognizes the presence of the visitor in front of the piece of art and begins the interaction with the application in their hands.It is new tool that allows the visitor to have a completely new experience and turns the museum into a place of technological experimentation. CampaignDescription 72% of Brazilians have never been to museums nor art institutes because they do not relate to or understand art. We then created “The Voice of Art”, a project in partnership with Pinacoteca, São Paulo’s oldest museum, known for its innovative vein. Initially for two months, Pinacoteca’s visitors could use an exclusive app to literally talk to seven art pieces of the collection, asking them whatever they wanted, the way they wanted; the response was given by Watson through its Brazilian voice in real time and natural language, explaining subjects such as the history behind the piece, art techniques and styling, and even the relationship with current topics. It was a creative and unprecedented idea that not only brought museum visitors’ experience to a new level and generated awareness to Watson: it also made Brazilians become more open to and interested in art.
Every year, children have to face that scariest rite of passage: the vaccines. Hermes Pardini, one of the biggest vaccine centres, used VR to transport kids into a superhero experience, so the moment of application happened at the same time a super-shield was added to the kid's arm.
OGILVY BRAZIL PRESENTS THE NEW FUTURISTIC FORBES CAMPAIGN And shows the abyss between the rich and the Forbes billionaires. Ogilvy Brazil’s has just released the sequence of its multi-awarded Forbes print series. In these new ads, the agency looked at the billionaires from another angle and compared the people considered rich by us, mere mortals, to the filthy billionaires in the Forbes’ list. The numbers are incredible. Cristiano Ronaldo, one of the most well paid athletes in history, would have to work until the year 13508 to match Warren Buffett’s fortune. Madonna, one of the most powerful and rich woman in the world, would have to sing until the year 9328 to match Bill Gates’ money. Futurama and Flash Gordon-inspired robots and cryogenic chambers were used to explore this parallel decadent future of the rich people who still fight for their place on the top. That’s the power of the list, as the campaign concept suggest.