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Special Project

Special Project
From the 11th Annual Shorty Awards

You Don't Know Jack

Gold Honor in Business to Business

Entered in Integrated Campaign


Since Watson marketing isn't top of mind for marketers, the campaign objective was to expand brand awareness and to establish IBM Watson Marketing as the industry's leading marketing solution that uses its breadth of capabilities and AI-powered features to drive smarter marketing, inspire customer loyalty, and drive personalized experiences like never before.

Strategy and Execution

IBM is known for many things, but our solutions for Marketers are not necessarily one of them. To create awareness and buzz in the marketplace for our Watson Marketing solutions, we launched a campaign titled "You don't know Jack."

Starting with a short video it established a new, bold tone of voice and visual style meant to break through the glut of marketing content and serve as the creative inspiration for all of our assets that followed. Not mentioning any products, and only calling out the brand in the last five seconds, the video established the pain point of how marketers need to connect all of their data to really know their customers.

We created a new creative visual identity in the You don't know Jack video, using bold colors, heavy text and fonts, and very quick edits and cuts. This wasn't a typical B2B video heavy on monotonous icons and animations, but showed customers in the context of realistic environments, dynamic graphics for screens instead of laptops and tools, and quick edits.

The video became a launchpad for our entire campaign, guiding our prospects to other video assets, demos, ebooks and paid media creatives that all used the elements established in You Don't Know Jack in the design process. The conversational tone of voice continued through to other campaign
communication like nurture emails and social copy.


Average view rate 91.2% (avg for B2B on YouTube is 28.2%).

$55M in new pipeline leads.

$8.5M in wins.

We're a global company, and our geos wanted to utilize the new creative assets so we worked closely with them to localize the storyline and narratives across the funnel (7 syndicated languages).

This campaign represents a fresh way of marketing that IBM is striving to create, and internally it's been buzzed about because it was so different than the norm and is being pointed to as a one to imitate.


Video for You Don't Know Jack

Entrant Company / Organization Name

IBM Originals