Sponsorship & Event Marketing

The Cognitive Collection

Ogilvy Singapore

IBM

IBM Watson

For the past two years, IBM have had a latent sponsorship of the Melbourne Spring Fashion Week - an event that acts as a magnet for brands from all industries. However, we were seeing little return. In 2016, we moved from limited logo placement and back-end technology to reimaging the whole partnership. We took IBM from the perimeter to the runway through creating the world’s first ‘Cognitive Couture Collection’. Achieving maximum exposure for the IBM technologies and putting the brand under the spotlight for the right reasons, generating 56 leads, US$28.6m of validated lead revenue² and an unprecedented ROI.²