Sponsorship & Event Marketing

Bronze
CAMPAIGN
The Cognitive Collection
AGENCY
Ogilvy Singapore
CLIENT
IBM
BRAND
IBM Watson
DETAILS
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
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters