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Hidden Figures

basics
Industry: Electronics & Audio-Visual
Media:Ambient & Interactive
Market:United States
Style: Minimalism
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Other credit:Entrant Company: OGILVY NEW YORK, USA
Media Agency: NEO@OGILVY, New York, USA
PR Agency: OGILVY PUBLIC RELATIONS, New York, USA
Additional Company: IBM, New York, USA
Additional Company: 20TH CENTURY FOX, Los Angeles, USA
Additional Company: CARA SANTA MARIA, New York, USA
Business Director, Sean Palmer, Ogilvy New York
Group Planning Director, Eva Augustyn, Ogilvy New York
Director of Music, Karl Westman, Ogilvy New York
Managing Director, Liam Parker, Ogilvy New York
Executive Group Director, Joan Voltz, Ogilvy New York
Director of DRM & Licensing, Gloria Hall, Ogilvy New York
President, Content/Social, Mark Himmelsbach, Ogilvy New York
Management Supervisor, Nick Robbins, Ogilvy New York
Executive Producer, David Ross, Ogilvy New York
Executive Producer, Elizabeth Lucas, Ogilvy New York
Executive Producer, Joe Maire, Ogilvy New York
Content Producer, Ashley Holmes, Ogilvy New York
Content Producer, Yael Bloom, Ogilvy New York
Brand Strategist, Marisa Moody, Ogilvy New York
Brand Strategist, Sara Fogel, Ogilvy New York
Senior Vice President, Asif Husain, Ogilvy New York
Media Planning, Janet Fitzpatrick-Wilks, Neo@Ogilvy
Media Planning, Sonia Ledwith, Neo@Ogilvy
Executive Producer, David J. Fowler, H&O
Podcaster, Cara Santa Maria, Cara Santa Maria
Executive Producer, Rich Carter, brother
Executive Producer, Theodore Melfi, brother
Associate Creative Director, Garrett Johnston, Fake Love
Director of Technology, Blair Neal, Fake Love
Executive Director, Benjamin Milligan, Vanity Fair
Content/Art Director, Laura Mitchell, Vanity Fair
Content/Art Director, Ron Ferraz, Vanity Fair
descriptioncnen
Strategy

We identified four audiences that would need to be targeted: tech-interested people, IT/business decision makers, influencers in the STEM space and, incidentally, the broader public. With the campaign’s star augmented reality app, we knew that given the diverse nature of our audiences, a one-size-fits-all approach marketing approach around the app would not work. With specialized social targeting across Facebook and Twitter from IBM and T Brand Studio handles, we could reach tech-interested audiences across these platforms and expose them to core campaign messaging. A presence at CES (Consumer Electronics Show), with its key business/IT leader and STEM influencer attendance, afforded us the chance to expose them to an activation centered around the app, with geo-targeted social posts used to raise awareness for our presence at the event. Finally, we knew that earned media at scale could be relied on to demonstrate our app to the wider public beyond CES.
Execution

Over three months, our campaign rolled out in two key phases—centering first on awareness raising and next on engagement. With social promotion around video content dialing up the connection between IBM and Hidden Figures, we first sought to establish the relationship between the film and IBM. Next, we ran an 8-page insertion in Vanity Fair which profiled a diverse set of inspiring STEM stars who are changing the world here and now. As the film launched across the U.S., the T Brand Studio AR app launched—with IBM’s ‘outthink hidden’ experience serving as the inaugural content—providing users with rich, multi-media content around ten, diverse ‘hidden figures’ in the history of STEM, and celebrating these new role models in an exciting way through AR statues.
CampaignDescription

Hidden Figures, a 20th Century FOX film, tells the true story of three African-American ‘human computers’ who worked behind-the-scenes at NASA during the Space Race. The IBM 7090 Data Processing System played a role in history, too. But rather than using IBM’s partnership with Hidden Figures to amplify the brand’s place in history, we used this opportunity to reveal more of history’s hidden figures to provide missing role models and help inspire a more diverse future for STEM. We developed a new augmented reality platform with The New York Times’ T Brand Studio and placed augmented reality statues in public spaces across America. These 3D monuments were interactive, with accompanying video content, mini-podcasts and written bios.
Synopsis

Women currently make up nearly 50% of the U.S. workforce, though fewer than 30% hold positions in STEM (science, technology, engineering and mathematics). In computer science alone, the percentage of women in this field has decreased 12% since 1990. African-American and Latinos make up 30% of the workforce, and have even lower representation in these fields—below 20% in each. In partnership with Hidden Figures, we sought to use IBM’s role in the film to spur a conversation around diversity and inclusion in STEM through highlighting a new set of diverse STEM role models—past, present and future. We wanted to demonstrate IBM’s leading stance on this issue and reaffirm its commitment to encouraging greater diversity within STEM today. With IBM’s promise of humans working together with machines to solve today’s biggest problems, we sought to communicate IBM’s core belief that only with diverse minds can this reality be achieved.
Outcome

Over the course of campaign, we generated over 259 million print, social and digital impressions, with additional reach stemming from pickup by over 30 publications including Elite Daily, Mashable, Forbes and The Verge. The T Brand Studio AR App outperformed 80% of branded apps in terms of downloads, and generated 6,000 engagements within our four-day CES activation alone—and demonstrated higher-than-average levels of usage against wider app usage trends. Our Vanity Fair digital content saw 2x the average platform engagement time, while much of our social content driving our campaign’s core messages exceeded brand benchmarks, suggesting high levels of engagement across core audience groups. Stemming from all these communication touchpoints, which hit on all our intended audience groups, we recorded a 265% increase in conversation linking IBM with diversity in STEM, with 60% of campaign survey respondents citing increased brand favorability stemming from IBM’s stance on this issue.
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Integrated Campaign
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