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 and past articulations had not always successfully provided our audience with a true understanding of its real-world capabilities.
We needed to demystify IBM Watson and demonstrate its application in solving real business problems.
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. 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 more than 13,000 lives every year that could be directly affected.
But Watson needed data, lots of data, so we engaged Australians to tell Watson their melanoma story. A tweet, a post, a photo, or even an interaction with the Watson Smart Mirror would help. By simply sharing their stories, they could help outthink melanoma.
To rally the Australian population behind “the cause that unites our nation” we launched a nationwide call to share your melanoma story on social media. By tagging your story with #outthinkmelanoma, Watson could read and incorporate your experiences and data, whether structured or unstructured, into his ongoing learning.
We followed this with an integrated media campaign including video, display, print and radio call outs, encouraging the audience to participate by donating their data via social channels or at an activation on Bondi Beach. Here Sydney-siders we’re encouraged to engage with 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 an on-site skin specialist who conducted a visual analysis and took high resolution images of any concerning moles for further analysis by a specialist dermatologist.
Every benchmark was smashed:
– We generated 4.88 million engagements from 45.6 million media impressions.
– Our celebrity films attracted 4.25 million views.
– Twitter generated approximately 8.2 million impressions.
– Facebook posts reached an audience of 4.4 million.
– Australian Financial Review ran our story on page 3, addressing our C-Suite audience.
– Bondi activation was listed as the day’s top event on high traffic sites including Urbanlist, EventFinda and Experience Sydney.
– Prime time broadcast coverage across Channel 7 News, Channel 9’s Today Show, Channel 10 Eyewitness News & SBS
– Generated 6 in-depth radio interviews including ABC Radio, 2GB, 2UE, and even Bondi Radio
– 22% of people who met Watson had an on-site skin check.
– 40% were then referred onto a dermatologist for further analysis.
– Some had suspicious moles identified then removed – like Ian Kelsall.
And we’re just getting started.
AWARDS & RECOGNITION
- Bronze – Clio Award | Innovation | Product Innovation
- Shortlist – Cannes Lions | Health And Wellness | Health & Wellness Tech
- Shortlist – Cannes Lions | Creative Data | Creative Data Collection & Research
- Shortlist – Cannes Lions | Design | Digital Installations & Events
- Shortlist – Cannes Lions | Digital Craft | Curation of Data
- Shortlist – Cannes Lions | Digital Craft | Augmented Reality
- Shortlist – Cannes Lions | Media | Use of Technology
- Shortlist – AC&E Awards | Integrated Campaign
- Shortlist – AC&E Awards | PR Campaign
- Shortlist – AC&E Awards | Digital & Social Advertising
- Shortlist – AC&E Awards | Data Visualisation
Art Director: Ash Myburgh
Copywriter: Jane Le
Creative Director: Rob Morrison
Social: Magdalena Trajkoska, Sam McDougall
Client: IBM Australia
Agency: Ogilvy Australia
IBM Outthink Melanoma Pre Roll
Social content driven by Australian influencers