COGNITIVE FASHION

TitleCOGNITIVE FASHION
BrandIBM
Product / ServiceIBM CLOUD , AI AND IOT
EntrantOGILVY ADVERTISING Bangalore, INDIA
Idea Creation OGILVY ADVERTISING Bangalore, INDIA
Media Placement MINDSHARE Bangalore, INDIA
PR OGILVY ADVERTISING Bangalore, INDIA
Production OGILVY ADVERTISING Bangalore, INDIA
Additional Company GEORGE P. JOHNSON COMPANY Bangalore, INDIA

Credits

Name Company Position
.Roshan Nair Ogilvy Creative Director
Nayantara Ogilvy Senior Copywriter
P.Dheeraj Ogilvy Associate Creative Director
RK Shyamal Ogilvy Associate Creative Director

The Campaign

To understand next season’s runway trends, designers start conceptualizing at least 12 months ahead of time. But with fast-fashion retailers like H&M and Zara reducing these lead times, it became critical for designers to get to market faster. We introduced Watson, IBM's Artificial Intelligence software to draw insights from data that would otherwise be hard to extract. Using this intelligence, the designer’s ability to understand trends in fashion is improved and thereby their ability to do their core job (creativity) is faster. The also provided insights into not only fashion trends but consumers interests, fads, etc. We tied up with fashion designer Gaurav Gupta- to create the world’s first iconic, new-age AI-inspired saree gown! (his designs being Indian and famously known for his saree gowns). This was showcased at Vogue Women of the Year Awards – where 15 women achievers across different industries and professions were awarded for their achievements.

Creative Execution

20 Hashtags from 29 regions (of the Vogue winners) and over 5 Mil images were sourced and fed into IBM's AI tool, to understand India’s regional trends and designs. This helped analyse and identify dominant trends, color, image similarities related to the hashtags. Access to this tool was given to Gaurav Gupta to use as inspiration to design a saree gown. IBM IoT was used to integrate lights in the saree created which lit up in different colors based on the personality of the winner being awarded. Each time a winner arrived on stage, the saree flowed in the colors of the winners most dominant personality. Result- A never-seen-before-sari-gown hybrid replete with LED lights worn by the event’s MC and Emmy Award-winning actress Archie Panjabi. Placement & Scale: 25th August- 25th October YT FB Instagram Twitter LinkedIn Sites like ET, CNN, Hindu, Mint, YourStory and Business Standard ET and Vogue

An impactful mix of 10 on-ground influencers which included: • Tech influencer - Madhavan Narayan • Fashion influencers - Miss Malini • Mainstream media influencers - Your Story, Vogue, Paul Writer, Mint Lounge, Ad Age, Firstpost, ET & The Quint and print ads in Vogue and ET Against an awareness creation target of moving the needle on the social share of voice by +10%, We also achieved: • 6.7 million unique people reached via social media • 33 million social impressions – an all-time high for IBM India for any event (Strategic use of the designer and influencer’s clout) • Sponsored media content: with 10 uniquely written articles and live tweeting at the event. All this resulted in IBM's engagement on social channels move up from 2.1% pre-event to 53.7% post events. The campaign assisted in creating 14 opportunities worth $11.9 million. (updated June 2017)

The campaign was an integrated effort which used mediums like print/broadcast advertising, public relations, direct marketing, event activation, digital, influencer marketing to ensure IBM's key message - of being the 'Tech Partner of Choice' was communicated to our targeted audience segment (CXOs)

Integration: A Cross-Platform integrated campaign (across - print, digital, social, PR and events) was leveraged to position IBM as a 'partner of choice' in the AI space. Here a strategic partnership with Vogue was signed to showcase possibilities with IBM AI in the fashion industry (in association with a renowned fashion designer Gaurav Gupta). Approach: We had a 2 pronged approach for this campaign. a) Development, Deployment, and Launch of AI solution for Gaurav Gupta b) Amplification and Influencer outreach to our key audiences - Primarily using Gaurav Gupta as an advocate for IBM's AI capability to innovate and improve design and production lead times to market.

Links

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