CASE STUDY: Lucy the Robot creates a buzz for unknown brand

Provided by Cream Global
A short burst of intense activity piggy backing on the launch of the iPhone 6 generates leads for Double Robotics

What was the Challenge / Background of the Campaign?

Double Robotics created a telepresence robot with the desire to push the device into the Australian market. The device allows a user to manoeuvre the robot from their home or office, and to interact with the world via video and audio devices. The marketing challenge was harnessed on a poor awareness surrounding Robots. In essence, there is no category in Australia. The consumer robots category is a fledgling category globally. Some markets like Japan are more advanced in this space, but in Australia, from a business and consumer perspective, this was an untouched area.

What was the Campaign Objective?

Agency Atomic 212 had two targets: generate buzz around the unknown brand and generate enough leads to cover the campaign budget. The agency needed a launch platform that would cost almost nothing, provide powerful positive mass reach and add value to everyone's experience. The agency recognised the need to create an engaging story surrounding the robot. It needed to ignite the imagination while simultaneously building a story of the robot as a useful, functional . being, if you will. The robot needed a personality.

What was the Solution?

The agency identified the launch of the iPhone 6s as a suitable platform and set about developing an idea to add entertainment to all those fixated on the event. It wanted to piggy-back on the event in a way that made consumers and the media welcome Double Robotics, to the event. To add a human element, it focused the execution on Lucy Kelly, the girl behind the device by placing the humanoid robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. The campaign was driven by PR, digital outreach, content marketing and social media.

What were the Results?

The story was covered in 4,000 stories across print and broadcast - including The Australian, Gizmodo, BRW, Seven News, Nine News, The AFR, Mashable. Globally, it was translated into 32 languages, reaching 123 million people in total, with an average frequency of 7. Estimated media value of $73.2 million. Sales and leads: 12,452 enquiries generated in 72 hours - $44,777,392 in sales opportunities. Brand: recall +780%; brand favourability +1200%.

What were the Key Learnings of this Campaign?

The campaign period was a short burst of intense activity, and results were recorded across a 72-hour period. The cost per thousand people reached was $0.12 (Total cost of $15,000, reaching 123 million people). The agency's task was to generate leads and brand awareness - from an overall campaign budget of $15,000 it generated $44.8 million in sales opportunities. As an added benefit the Apple store PR team invited the Robot to be part of its own marketing effort with invitations to a red carpet event, publicity shots and onsite videos.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k12,452 enquiries generated in 72 hours
16 - 24
25 - 34
35 - 44
Both
All
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
INTERNATIONALAll YearBUILD AWARENESSCONTENT MARKETING
EXPERIENTIAL
PUBLIC RELATIONS
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