Campaign: Outthink Melanoma

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WPP company(s):
Ogilvy Sydney
Client:
IBM

Overview

Melanoma kills one Australian every 6 hours. Ogilvy Sydney created the Watson Smart Mirror to collect data for IBM Watson’s cognitive system that helps skin cancer experts detect melanoma. The team collected high resolution photographs on the beach and encouraged Australians to share their melanoma story on social media. Every tweet, post and photo helped IBM Watson to better understand melanoma.

Results and Awards:

  • 4.88m media impressions
  • Clio Awards 2017: Bronze
  • 45.6m engagements
  • Melanoma target detection accuracy increased from 60% to over 91%