Cannes Contenders: Atomic 212
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Atomic 212
Global technology company Double Robotics created a telepresence robot with limitless applications. The company wanted to push the Double device in the Australian market. Double robotics briefed the agency to develop a strategy and execution plan for launching the robot. The team set about developing plans to launch on a low budget with very ambitious targets. ‘Lucy the Robot’ was born. We placed a humanoid robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. On the other end of the device was Lucy Kelly. We took the global hype surrounding the iPhone launch, combined it with some cool new technology, added a human element – it was a recipe for success. In Australia it was covered in over a thousand stories, while globally it was translated into dozens of languages, 12,452 enquiries generated in 72 hours, reaching around 100 million people in total. For a marketing outlay of next to nothing, we achieved millions of dollars in advertising value. What’s more, Lucy the robot was the first out the door with an iPhone.