How do we get people to believe in a brand they never touch, see or experience?

IBM is the world leader in cognitive computing. Their cutting-edge AI, named Watson, can understand natural language, self-learn, reason, and interact - processing vast amounts of data, in more detail than any human could get through in a lifetime.

But demonstrating this can be tough.

Past articulations had not always successfully provided our audience with a true understanding of its real world capabilities. As a result, there was still confusion about its application to solve business problems.

We needed to demystify IBM Watson.

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.