OUTTHINK MELANOMA

TitleOUTTHINK MELANOMA
ClientIBM
Product / ServiceIBM WATSON - COGNITIVE COMPUTING
CategoryE01. Augmented Reality (AR)
EntrantOGILVY AUSTRALIA Sydney, AUSTRALIA
Idea Creation OGILVY AUSTRALIA Sydney, AUSTRALIA
Media Placement OGILVY AUSTRALIA Sydney, AUSTRALIA
PR TEXT 100 Sydney, AUSTRALIA
Production GEORGE P. JOHNSON AUSTRALIA Sydney, AUSTRALIA
Production 2 MYCELIUM STUDIOS Victoria, AUSTRALIA

The Campaign

We found an issue most Australians can identify with… melanoma… and put Watson to work. Melanoma kills 1 Australian every 6 hours. It is our deadliest skin cancer but, ironically, one of the easiest to treat… survival rates can top 98%. The key is identifying melanoma early. In partnership with the Melanoma Institute and Molemap, IBM is working to help skin cancer experts detect melanoma sooner and more accurately. How accurately? Currently clinicians can successfully detect melanoma at about 60% with the naked eye. That improves to 80%+ through dermoscopy. The target for IBM Watson? 91% accuracy. That’s 13,000 lives every year that could be directly affected. But Watson needed data. Lots of data. We engaged all Australians to tell Watson their melanoma story. A tweet, a post, a photo, or even an interaction without the Watson Smart Mirror would help. By sharing their stories, Australians can help save lives.

Creative Execution

We built a brand new data collection method – the Watson Smart Mirror. Simply by standing in front of the mirror, everyday Australians spoke to Watson as he analysed their age, gender and sunscreen coverage. Where their risk profile warranted, they were referred to a skin specialist in the booth right next door. That specialist would then take hi-resolution images of their moles for analysis by a specialist dermatologist if warranted. Importantly, melanoma doesn’t discriminate. It affects everyone the same. Men and women. Young and old. Famous and unknown. Different ethnicities and religions. So creatively our executions featuring a range of Australian faces and voices. We started the conversation on social media with survival stories from Australian celebrities: - Mack Horton… Olympic Gold Medal Swimmer - Deborah Hutton… Media personality - ‘Deano’, ‘Harries’ and ‘Kerrbox’… Lifeguards featured on ‘Bondi Rescue’ TV Show This was followed by pre-roll video, display and print advertising featuring eight everyday Australians adding their perspectives to the conversation. In the week before the event we ran radio spots featuring three melanoma stories and the voice of Watson himself asking listeners to join in, with extra campaign participation driven by live reads. And finally Bondi Surf Bathers’ Lifesaving Club, the venue for the activation, was dressed in the livery of IBM Outthink Melanoma and calls made to local media.

Credits

Name Company Position
Derek Green Ogilvy Executive Creative Director
Rob Morrison Ogilvy Creative Director
Jane Le Ogilvy Copywriter
Ash Myburgh Ogilvy Art Director
Michael Ford Ogilvy Creative Director of Technology
Cassie Poiner Ogilvy Group Account Director
Jennifer Stalker Ogilvy Account Director
Taylor Feely Ogilvy Account Executive
Magda Trajkoska Ogilvy Social Strategist
Sam McDougall Ogilvy Social Media Manager
Heather Sheen Ogilvy Strategic Planner
Aaron Luckie Ogilvy Digital Account Director
Saurin Worthington Ogilvy Head of Media
Links
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