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A White Paper by KurioPublished 23.3.2018

WORLD-CLASS LESSONS ON

AI MARKETING A research on the winning AI campaigns

of Cannes Lions 2017

40 case

studies inside

A RESEARCH ON THE WINNING AI CAMPAIGNS OF CANNES LIONS 2017

1

Foreword“New ideas have been invented to be destroyed

by ambitions.” – InspiroBot*

AI is the next wave of technological advance and it’s going to revolutionize all the business sectors – advertising and marketing included 1. Most of us have already stumbled upon it in our line of work, and many have used it to their advantage, yet none of us really have a clear idea of AI’s possibilities for marketers.

That is why we wanted to try and lift the shroud of mystery surrounding AI and investigate what marketers really can do with AI, already today. We are not talking about that type of AI and sci-fi that we see on television, like on HBO's powerful series Westworld, or on Alex Garland's Ex Machina. At least not yet. We are talking about voice-powered personal assis-tants like Siri, facial recognition technologies, behavioral algorithms, suggestive searches, creative chatbots and autonomously-powered data analysis 2.

There are lots of examples of AI-generated art and music that fall under the umbrella of "computational creativity". Creativity is about reframing problems and ideas in an entirely new way. AI can process and combine unusual volumes of information in numerous ways 3 – in other words, AI can “think” creatively and come up with more random ideas. In that sense, AI will have the power to transform the way of doing creative work such as print, TV and digital ads 4.

The goal of this research is to show how AI helps marketers – how collaboration with the machine can us make an impact on people. And what better way of finding the answer to these if not through the winning campaigns of Cannes Lions, the festival of creativity.

TOMMI OPAS

CEO & Partner Kurio

@tommiopas

JARI LÄHDEVUORI

Creative Director & Partner Kurio

@jarilahdevuori

ELLI TUOMINEN

Strategy Director & PartnerKurio

@ellituominen

* An AI that creates inspirational quotes, see: www.inspirobot.me

1. Conick, H. (2017) The past, present and future of AI in marketing. Marketing News, 51(1), 26–35. // 2. LBB Ltd. (2018) What was learned about AI at Cannes 2017? htt p://www.campaignbrief.com/2017/07/what-was-learned-about-ai-at-c. // 3. Brown, D. (2016) Creative machine thinking. Marketing Magazine, 121(3), 8–9. // 4. Morgan, F. (2015) AI will light a fi re under advertising, but creativity will remain the spark. Campaign, 15.


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Contents

3................Executive summary6...........................Framework for research

57...................................................................Appendix: list of winning campaings

9............................In-depth analysis of the winners

13-56............................Case study gallery per framework phaseMessage / Idea / Execution

Findings from the analysis of Cannes Lions winners


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Executive summaryAI IN CANNES LIONS

879 CANNES LIONS WINNERS OF 2017 WERE ANALYZED USING THE MESSAGE-IDEA-EXECUTION FRAMEWORK

7%OF ALL THE CANNES LIONS WINNERS HAD AI AS A PART OF THE CAMPAIGN

88%OF THE AI CAMPAIGNS HAD AI AS THE KEY ELEMENT OF THE CAMPAIGN, AND

12 % OF THEM HAD AI AT SOME DEGREE

OF AI WINNERS EMPLOYED AI-BASED DATA ANALYSIS IN THE CAMPAIGN

58%

OF AI WINNERS COMBINED AI WITH SOCIAL MEDIA DATA OR PLATFORMS

THE AMOUNT OF AI WINNERS ROSE FROM 4% IN 2016 TO 7% IN 2017

OF AI WINNERS USED MACHINE LEARNING

35%

22%


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AI in briefArtificial intelligence is a philosophy, science and a group of computational technologies that attempts to develop computational models of human processes. These processes include thinking, sensing, reasoning, learning as well as performing creative acts such as developing creative advertising and marketing campaigns.

In the last few years artificial intelligence has been harnessed by marketing and advertis-ing industry and more specifically advertising creatives in agencies to produce campaigns that combine technology and human creativity in a way that has transformed traditional advertising. By combining human creative insight and powerful computational models agencies and advertisers can develop and produce campaigns that are smarter, more relevant, efficient and useful for the receiver.


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“We have the power to defy the sel-fish genes of our birth and, if neces-

sary, the selfish memes of our in-doctrination… We are built as gene

machines and cultured as meme machines, but we have the power to turn against our creators. We, alone

on earth, can rebel against the tyran-ny of the selfish replicators.”

(Richard Dawkins, The Selfish Gene)


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Three elements can be identified from every marketing campaign; a message, an idea and an execution. In order to find universally applicable insights from the Cannes Lions winning AI-campaigns, we used a message-idea-execution-framework (see Image 1). The model has proved its applicability for analyzing AI and creativity in the PhD thesis of Tommi Opas, CEO of Kurio 5.

All these three elements can be identified separately. The message reflects the attributes the marketer wants to communicate to the consumer6. It succinctly captures the intended message of the campaign in the form of a single sentence from the communicational ob-jectives. An idea is a separate element independent of the message or the execution: the final creative output, such as the campaign itself, cannot be the idea. The idea is something triggered by the message and something that can then be processed into a final creative product or execution 7. The execution however is a description about how the idea is pro-duced into a final creative product such as a marketing campaign 5.

By applying the message-idea-execution framework to analyze Cannes Lions winners (see appendix 1), we observed that AI is used creatively in different parts of marketing cam-paigns. Artificial intelligence is all about making machines think and work like humans, and this sort of analysis sheds light on which part of campaign creation it helps us the most. Or, if you have a tendency for the cynical point-of-view, which part of our campaign work will be replaced by AI first.

The framework for our research

ExecutionThe idea as a final creative product (mobile, tv, radio,

outdoor campaign etc.)

MessageMain goal of commu-

nication in a marketing campaign expressed as

a single sentence

IdeaAn interesting and

creative way to communicate the

message to the target audience

Image 1: The Message-Idea-Execution framework (CC Tommi Opas 2008)

5. Opas, T. (2008) An investigation into the development of a creativity support tool for advertising. PhD Thesis. Auckland University of Technology, New Zealand. // 6. Nelson, P. (1974) Advertising as information. The Journal of Political Economy, 82(4), 729–754. // 7. Hirschman, E. (1989). Role-based models of advertising creation and production. Journal of Advertising, 18(4), 42–53.


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Using the message-idea-execution framework, we analyzed the winning campaigns of Cannes Lions 2017 in order to find the ones that used AI in some part of their campaign. The idea was to find the key elements that led the most success in using AI in marketing. In year 2017 there were 41 170 entries from all over the world and and a total of 879 winners.

Our sample consists of winners in 19 different categories: Creative Effectiveness, Cyber, Design, Digital Craft, Direct, Film, Film Craft, Glass, Good, Integrated, Media, Mobile, Out-door, PR, Print & Publishing, Product Design, Promo & Activation, Radio and Titanium. Cat-egories include a wide range of different types of categories – everything from social media campaigns to outdoor campaigns. Lions Innovation winners were included in the analysis, but Lions Health and Lions Entertainment were left out since they would have skewed our sample.

879 winners were analyzed in all. One campaign may win multiple awards, so each cam-paign was counted only once. Therefore, the count of 879 campaigns represents the total number of campaigns in the analysis.

7% of the winners (a total of 60) exploited artificial intelligence in their campaigns. 88% of them had AI as the key element of the campaign, and 12% of them used AI at some degree.

The findings on Cannes Lions AI winners


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With the help of the framework, we analyzed in which phase of the campaign creation – message, idea or execution – AI was used in these award-winning campaigns. Using a weight-ed scale (4x for GP, 3x for Gold, etc.), we calculated the success of each phases of the different parts in the framework (see Image 2).

Measured by the awards received in Cannes Lions 2017, the framework’s last phase, “Execu-tion”, was overwhelmingly the most common part of a campaign to use AI, with 192 points. It was also the phase with the most individual awarded campaigns, a 34 of them in total, which is over half of the AI campaigns (57%). The “Execution” part was also the biggest one in last year 2016 (109 points).

The second most award-winning phase was “Idea” with 116 points. The amount of the campaigns that used AI in “Idea” phase of campaign creation was 21 (35%). It should also be mentioned that the amount of points in the phase “Idea” was only 5 the year before.

“Message” came in third with 11 points, but with a notable increase from last year’s points (4). The amount of campaigns that exploited AI in the phase “Message” was 5 (8%).

521

34

Message Idea Execution

Image 2: Message-Idea-Execution roles and their Cannes Lions 2017 success campaigns in columns, awards below (GP, Gold, Silver, Bronze))

0 0

3 5

1 12

25 26

3 21

32 53


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Cannes Lions AI winners’ in-depth analysis58% of AI winners employed AI-based DATA ANALYSIS

Increased automation in data analysis provides faster, more reliable, more complex and more personalized analysis with little or no human intervention. Over half of the AI campaigns (58%) used artificial-intelligence-driven data analysis. The most creative way of using AI-based data analysis was seen on IBM’s “Not Easy” campaign 10. Watson analyzed almost 2.8 million lines of text, thousands of songs, over 21.000 tweets and blogs that were relevant to the emerging themes in both music and culture. Then, inspired by Watson’s findings and his own experience, a Grammy-winning producer Alex Da Kid created a song about one of the most re-occurring themes over the last five years. The song “Not Easy” was of course about heartbreak.

There were also interesting “anti-AI” campaigns, like Klara’s “Klarafy” where the machine was consciously taken out of the data analysis and recommendations and replaced it by the human touch. The other “anti-AI” example is Libération’s "The Right Search”, the slowest but most reliable search engine on earth not powered by algorithms but by humans.

35% of AI winners used MACHINE LEARNING

Artificial intelligence is able to learn from example data or past experience 11. The more data a machine receives, the smarter and more accurate it gets with whatever human task it has been designated to do. 35% of AI winning campaigns mentioned machine learning, and as much as 62% of them already utilized more complex, advanced deep learning technologies. One of the machine-learning-based campaigns was Samsung Spain’s “Dytective for Samsung”, that presented an app for early detection of the risk of dyslexia in children. Via machine learning, in combination with a number of carefully chosen exercises, automatic learning algo-rithms detect signs of dyslexia.

8. Beck, M. – Libert, B. (2017) AI may soon replace even the most elite consultants. Harvard Business Review, 2–6. // 9. Morgan, F. (2015) AI will light a fi re under advertising, but creativity will remain the spark. Campaign, 15. // 10. LBBOnline (2017) What we learned about AI at Cannes 2017, htt ps://lbbonline.com/news/what-we-learned-about-ai-at-cannes-2017 // 11. Agrawal, A. K. – Gans, J. S. – Goldfarb, A. (2017) What to expect from artifi cial intelligence. MIT Sloan Management Review, 58(3), 23–27. // 12. Pophal, L. (2015) Content marketers and the impact of AI. Econtent, 40(4), 6–10. // 13. Preimesberger, C. (2017) Predictions 2018: How chatbots, AI will lead CX to new heights. eWeek, 12/21/2017, 1. // 14. McCracken, H. (2017) The great AI war of 2018. Fast Company, (220), 64–73


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Another example of machine learning came from “Ai Buddy”, Vidax Center’s set of inter-active characters powered by artificial intelligence that will give support to kids while their parents are deployed to war or to those who lost a parent because of war. Ai Buddy col-lects data from close relatives to shape its personality and becoming more human-like. The creative challenge stems from deep learning that can be considered as a black box: neither machine nor engineers behind it can explain all decisions taken. We must trust the AI’s judgment and its creative capability bringing the best of humanity for us.

23% of AI winners used VOICE RECOGNITION

There were also AI winners that attempted to “hack” AI platforms and use their qualities, such as voice recognition 10. For example, the Direct Grand Prix winner “Google Home of the Whopper” from Burger King, used the phrase “OK Google” in its campaign to activate viewers’ smartphone AIs. It played ingeniously with the loophole of listening devices – a big sticking point with voice-driven AI.

Burger King wasn't the only one to play with the combination of voice and AI. U.S. Postal Service’s “Your Voice is Your Stamp” campaign that won a Silver Innovation Lion is also a great example of such.

18% of AI winners had CHATBOTS as a part of the campaign

Chatbot technology has arrived to facilitate automated exchange between a user and a brand satisfying common consumer interactions like ordering food, asking common ques-tions of a business, and booking fitness classes 13. However, building chatbots requires con-siderable creative and technical expertise, time, and money making chatbots inaccessible to most small businesses. Reply.ai’s BotBot – a three-silver-Lion-winner campaign in Mobile and Design categories – was about a bot that builds bots. With BotBot, also small business-es are able to build chatbots in minutes without assistance, just by following simple steps.

Another great example about chatbot-using was CANAL+ ‘s AiMEN campaign which won Gold, Silver and Bronze in Creative Data and a Bronze in the Media Lions. The campaign was about giving a chatbot-enabled voice to the Young Pope – a fictional series character. AiMEN was praised by the Creative Data jury giving an excellent example of AI being used



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to do something creative that human beings simply could not do 10 – and it was also an ex-ample of an idea enhanced by AI.

18% of AI winners leveraged INTERNET OF THINGS

AI-driven devices tend to fall into two categories: to those in which AI “resides”, such as phones and computers, and to those that are devices themselves, such as Amazon’s Echo, Google Home and Apple HomePod 14. For example, Baidu created glasses for Alzheimer’s patients to help them to recognize the people that matter most in their lives. The AI glasses use face and speaker recognition technology to identify faces and speech biometrics, and they contain sensitive chips inside that connect to the deep convolutional neural network via deep learning method and massive data in the Baidu database. Other examples of crea-tive integration between wearable technologies and AI are “NBA 2K BOOST” in which the video game experience is enhanced with a fitness tracker and “iTBra” campaign, in which a revolutionary wearable detects breast cancer.

15% of AI winners used SMART TARGETING

One of the big benefits of AI is micro-targeting – meaning the ability to finely target market segments with right messages most likely to resonate with them at a certain point in time in the right channel 12. 15% of the AI campaigns used smart targeting, e.g. Under Armour’s “#Breakthegame” which hijacked the second-screen experience, used smart targeting and served three-second videos to people watching the 2016 basketball playoffs and engaging with the social media at the same time. Cheapflights’ “Drag, drop & go” campaign based also on a smart targeting setup to ensure that banners were shown on relevant sites and articles.



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Conclusions from the analysis

What will AI mean to marketing agencies in the perspective of creativity?AI will be the biggest change in the way marketing agencies do creative work. AI won’t replace the human creative thinking – at least not in the near future – but it surely will bring creative work to whole new levels and broaden it in territories that creative workers wouldn’t think of before. AI will not mean the death of creativity in marketing agencies. On the contrary, the use of AI allows agencies do creative campaigns that no human could have done without technology as an enabler. Combining artificial intelligence and human intelli-gence will open numerous new possibilities of doing creative work 8 & 9.

What will AI mean in the perspective of clients?Many people are using AI but they do not know it. Additionally, what many companies are calling AI today, isn’t necessarily AI. So, the clients need to know at least the basics about the AI in order for them to know what they are dealing with, and that they really buy ser-vices from agencies that indeed represent artificial intelligence. Increased demand for tech talent will emerge.

What will AI mean for Cannes Lions in the perspective of the awards?When you look at the strongest ideas in Cannes, they are still mostly “analog” and rely on social and digital channels conveying the message, strengthening the idea and achieving the most powerful execution 10. Human creativity is still winning over AI-induced innovation in its current capabilities. This may change sooner than we think. In 2017, many Cannes Lions keynotes focused on the developments in the AI field. Placing AI in the such a role in a festival of creativity, it seems the future really is with artificial creativity – or at least with creativity enhanced with artificial intelligence. When the use of AI is in sync with the brand, fluently supporting the campaign – rather than AI for the sake of AI – the awards are grant-ed in next Cannes Lions festivals.


CASE GALLERY FOR MESSAGE PHASE

Description of the phase:Main goal of communication in a marketing campaign expressed

as a single sentence.

Winning campaign categories:Cyber, PR, Media, Creative Data,

Digital Craft, Product Design

The way of using AI:Algorithm, data-analysis, robotics, deep learning, machine learning, text analysis, facial recognition,

automation.


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Klarafy – KlaraMessage:

As fast as algorithms can work, they aren’t necessarily the best when it comes to understanding creative work; a human touch is still needed.

Campaign description:Klarafy, a web service to help listeners find classical music that aligns with their tastes in

modern music. This tool scans user’s Spotify playlist and translates music taste into classical music by anticipating what a user will like. The tricky part was to build an engine that matches user’s music with corresponding classical music. As this wasn't a matter of beats per minutes or algorithms, the machine was taken out of the recommendation and replaced by the human

touch. A team of musicologists and music curators worked for months mapping and categorizing thousands of pieces of music to gather meaningful musical connections

and surprising insights.

Outcome:The Klarafy banner on Spotify had a click-through rate of 6 times the Spotify benchmark. 3

months after the launch, the amount of Spotify users listening to classical music almost dou-bled: an increase of 82,6%. 140.464 website visits and more than 60.000 Klarafied playlists. 580.000 € earned media value including international press & social media attention, the

national TV news, the major radio stations and our most popular talk show.


15

Not Easy – IBMMessage:

AI is not here to take over the world but to help make better creative pieces such as pop mu-sic – a new era where man and machine work together to achieve things they couldn’t before.

Campaign description:Grammy-winning producer Alex Da Kid used Watson to inspire his hit song, “Not Easy”.

Watson analyzed five years of cultural and music data to unlock new insights and help inform Alex’s creative process. Alex could then interact with this data.

Outcome:The song reached #1 & #2 on the Spotify US & Global Viral 50 Chart on day 2 of launch, #1 iTunes, and top 10 of the Billboard Top 100 Hits, and song of the week on Shazam. Online

video content resulted in over 14 million views across social channels. The story of the collab-oration was covered across national news media and pop culture including Rolling Stone, The

Wall Street Journal, The Bill Maher Show, Business Insider, Billboard.com, Fader, and many more.


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President of Playlists – SpotifyMessage:

Analyzing data and performance of playlists in a clear and transparent manner using all available intelligence is a new job requirement.

Implementation:After Obama joked he was waiting for the job offer from Spotify, Spotify decided to offer

Obama a job and created a job title called “The President of Playlists”, a job with very, very, exacting requirements. And as for what they’d do… just things like “analyze data and

performance of playlists in a clear and transparent manner using all available intelligence. Attend daily briefings.”

Outcome:Word spread within hours – with coverage in over 300 press articles, and 175 TV segments, including the BBC, CNN, and a skit on Comedy Central. On social channels Spotify hit No.1

on the Reddit homepage within a day, and we were also a No.1 Twitter moment.


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Talking Numbers - Fundación Huesped

Message: Artificial intelligence can be used to deliver powerful messages saving lives with personalized

disease statistics to connect with people.

Campaign description:Fundación Huesped converted Argentina’s HIV data into insight-statistics, segmenting and personalizing them to reach different people. In AIDS week, in 70 medical centers across

the country the machines that assign appointments tickets in clinics were transformed into intelligent computers. Instead of providing the ticket with a usual appointment number, the

machine handled a ticket with a number corresponding to a shocking HIV statistic. Using geolocation and face recognition technology analyzing each person’s age and gender, the

machine personalized the HIV statistics to connect with people. When it was their turn to be called in by the doctor, it’s their ticket’s HIV statistic that was shown on the displays, making

them reflect and act on the importance of getting tested for HIV.

Outcome:With no media budget at all 7.046 HIV tests were done, out of the 10.804 tests offered

through the tickets. More than 65% of people chose to get tested. The number of tests done increased by 270% compared to the number of tests normally done by medical center per week. During the first 2 hours of the initiative, the hashtag #EsTuTurno (#itsyourturn) over-passed 2.200.000 impressions and was trending in Argentina. The campaign generated a

value of $12.993.479,6 of earned media and reached 44.457.666 of people.


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The Right Search - Libération Message:

People tend to think that fast-working algorithm delivers automatically the right answer – peo-ple need to realize that the quality of information is not about speed but checked facts.

Campaign description:"The Right Search” is a new kind of search engine, not powered by algorithms coming from

Silicon Valley, but by humans. To sort fact from fiction before the 2017 presidential election in France, Liberation, one of the best-known newspapers in the country, decided to replace the quantity and speed of search engines, by the quality and rigor of journalists to answer voters' questions. So, to help French people find the real facts and seeing past the fake news, they

could ask questions on checknews.fr, and journalists investigated their queries before coming back to them a few hours later with answers, backed up by real facts. That makes checknews.

fr probably the slowest search engine on earth but also the most reliable.

Outcome:#CheckNews became the most trending term on French social media to signal lies and ap-proximations. Liberation has decided to turn the Check News campaign into a permanent

tool against fake news. 872 topics were covered and fact-checked by journalists at Libération, with an average of 2 hours and 30 minutes delivery.

CASE GALLERY FOR IDEA PHASE

Description of the phase:An interesting and creative way to commu-nicate the message to the target audience.

Winning campaign categories:Cyber, Mobile, Promo and Activation,

Direct, PR, Media, Creative Data, Design, Film, Film Craft, Glass Lion,

Innovation, Integrated

The way of using AI:data analysis, deep learning, voice recogni-tion, machine learning, algorithm, facial re-cognition, internet of things, dynamic pri-cing, interactive, image recognition, text analysis, chatbot, robotics, automation


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Ai Buddy - Vidax CenterIdea:

Data must start becoming part of a human solution; to create safety net environments for future generations, AI can aid mankind in creating a more human world.

Campaign description:

Ai Buddy is a set of interactive characters powered by Artificial Intelligence that give support to kids while their parents are deployed to war or if they don’t make it back.

Ai Buddy collects social data from close relatives and functional data to shape its personality. Ai Buddy stays connected throughout the day sending messages to any smart device,

constantly checking physical inputs to detect possible emergencies and using the information available online to help with homework.

Outcome:A promising beta version has been completed. Philanthropists are lining up to help bring Ai

Buddy to the world. It tested well with our control group of 5 families. In the US alone more than ten million soldiers have been deployed to War in the last decade.

The potential for positive impact is enormous.


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Aimen - Canal+Idea:

Artificial intelligence works in the form of entertainment by giving a fictional series character a voice.

Campaign description:For the launch of the CANAL+ Young Pope series, CANAL+ wanted to promote Pius XIII, a

modern yet ultra conservative pope played by Jude Law. CANAL+ created AiMEN by programming the artificial intelligence IBM Watson to the image of this pope so that he

could express himself in real time on social networks. It answers users in a contextualized way by only quoting verses from the Bible.

Outcome:CANAL+’s bot analyzed over 4 million messages and answered more than 1 million of them to spread the good word. The verses from the Bible answered by Pius XIII generated more than

3 million impressions. In a two week period CANAL+ built and expanded The Young Pope’s notoriety virally and contributed to the tremendous success of its first epi-

sode with a 13,3% audience share the night of its release (the best score for a CANAL+ original series in 2016).


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Botbot - Reply.aiIdea:

Every big brand is building a chatbot but creating one can take hundreds of hours and cost a lot of money.

Campaign description:BotBot allows easy, free access to chatbots for thousands of small businesses, helping them engage with their customers. This simplicity of user experience is achieved by building and

tidily packaging the backend technology and user strategy into an accessible, Facebook Mes-senger-based interface. The design is based on the simplicity and playfulness of the brand,

with all elements being digital. There is no cost, no expertise to build, and the Messenger interactions are largely automated, making the scaling potential of

BotBot enormous.

Outcome:Reply.ai extended their offering to all businesses, not just large enterprises, and in BotBot has a complementary extension of their brand. Consumers now have expanded options for inter-acting with their favorite brands. With the foremost target of BotBot being easily and freely accessible chatbots for small businesses, the results are compelling. A process that used to

takes months, now takes less than three minutes. The expense has been reduced from six figures to zero figures.


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Dytective for Samsung - Samsung Spain

Idea: Technology with purpose aiming to improve people’s lives – at no cost, artificial intelligence

enables clear signs of the symptoms to be early on before it’s too late.

Campaign description:Dytective for Samsung is the first app for early detection of the risk of dyslexia in children.

The free app uses artificial intelligence and automatic learning algorithms, in combination with language games, to produce a percentage of children’s cognitive ability. It features a number of carefully chosen exercises, adapted to each age range, which use character recognition to

detect signs of dyslexia.

Outcome:The app analyses more than 200 variables and warns of the risk of dyslexia with a 89.5% ac-curacy. In the first three months following the launch, figures show that it has achieved a high level of engagement with the target audience. 80.344 downloads through app stores, 127.229 visits to the microsite, 67.315 total tests, 6.024 cases of dyslexia detected, more than 100.000

impressions in media and 97% positive comments.


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Glicode - Ezaki Glico Company, limited

Idea:All around the world, children are learning to express themselves through code –

but in Japan computer science is not going to be included as part of the national curriculum until 2020.

Campaign description:GLICODE is the first ever educational app that uses advanced image recognition to turn real

candy into code to teach kids the fundamentals of programming. Developers had designed this easy to understand visual language so that kids can automate repetitive instructions and

assign actions to specific triggers, making GLICODE a real programming language with endless possibilities.

Outcome:More than 200 local and international media sites published the story, and together with its

social media reach, produced an estimated media value of over 3 million dollars. Japan’s Min-ister for Internal Affairs and Communications saw GLICODE’s potential, awarding GLICODE an MIC grant and adopting it as an official government pilot program to teach programming at elementary schools nationwide - well ahead of 2020. GLICODE reached over 10,000 down-loads in the first 3 months and continues to grow as more schools and teachers adopt it into

their curriculums.


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Google Home of the Whopper - Burger King

Idea: Households’ voice activated devices such as Google Home are always listening to what is happen-ing around them, which makes them useful for their owners – making it easy for them to e.g. check

the weather or search for facts online via voice.

Campaign description:Burger King aired a film that ended with the question: “Ok Google, what is in the Whopper Burg-er?” and managed to trigger thousands of devices that started reading all the list of ingredients

from The Whopper’s Wikipedia page. Burger King’s Google Home Of The Whopper is an example of a winner that attempted to ‘hack’ AI platforms and exploit bugs and problems. A cheeky cam-paign that used the phrase ‘OK Google’ in its TV ads to activate viewers’ smartphone AIs. It gen-erated a lot of controversy and media coverage by playing with the loophole of ‘always listening’

devices – a big sticking point with voice-driven AI.

Outcome:The idea earned 9.3 billion global impressions. It became a global trending topic on YouTube, Facebook, Twitter, and Google Trends, making it Burger King’s most talked about TV spot and

most engaged video in the brand’s history. The spot earned $35 million in US media and created a 500% increase in brand mentions. Within 48 hours of initial launch, the spot was viewed organical-

ly 10 million times online. It totaled 15 million online-only views, vs. the 700.000 Google Home devices it targeted.


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Hungerithm -Mars Chocolate Australia

Idea: A hunger-algorithm that monitors online mood and prices SNICKERS

at 7-Eleven stores accordingly.

Campaign description:Snickers Hungerithm - the angrier the Internet was, the cheaper Snickers became. The algorithm was built on a 3,000-word lexicon, analyzing over 14,000 social posts and updating Snickers prices over 144 times per day. Each social post was analyzed and reinterpreted as an individual data-point that

captured the polarity, subjectivity and intensity of language used. Once mood was established, it was assigned to one of ten price points, ranging from $1.75 AUD when people were “PRETTY CHILL” to 50 cents AUD when they were “LOSING IT”. People could monitor the mood online (www.snickers.

com.au) and generate an instant Snickers barcode directly to their mobile to redeem at a nearby 7-Eleven with just 2 clicks.

Outcome:The sales of Snickers in a key retailer grew by 10% and self-consumption sales grew by 19.25% in

7-Eleven. Over 67% more Snickers units was sold compared to the same period as the previous year. The brand reached to over 2 million Australians. Snickers mentions increased by 120% and there was also 1,740% rise in social traffic with 71 million media impressions. Over 150 articles published globally with the likes of Gizmodo, Mashable, and ETC-Engagement rates across Facebook, Twitter, YouTube

and Spotify above platform benchmark.


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I'm Ada, I Can Help. - Ada Health Inc.

Idea:Lack of access and misdiagnosis gave the idea to the AI engine that helps

support doctors in medical assessment.

Campaign description:A market leading Artificial Intelligence tool was transformed into Ada, a ground-break-

ing consumer healthcare proposition that placed the ability to accurately assess your own medical symptoms into the palm of your hand alongside the ability to

interact seamlessly with healthcare professionals, to help doctors accelerate diagnosis.

Outcome:While doctors typically rely on what is most common, the algorithm uses complex Bayesian networks to mathematically map and analyze 12.000 diseases and 8.000 symptoms and all their potential relationships. Ada is available globally on iOS and

Android and is the number one free medical app in 120 countries. It has delivered over half a million assessments to date.


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Know You Again – BaiduIdea:

Artificial-intelligence-based glasses for Alzheimer’s patients can help them to recognize family members, pets and the people that matter most in their lives.

Campaign description:Baidu created the AI glasses for Alzheimer’s patients that use face and speaker recognition technology to identify faces and speech biometrics. It contains sensitive chips inside that connects to the deep convolutional neural network via deep learning method and massive

data in the Baidu database. Through this model, the device can automatically detect the dif-ference between different speaker-dependent characteristics from the acoustic feature and

then extract speaker related representations.

Outcome:The system has a precision rate of 99.7%. It is still being constantly improved by the engineers at Baidu. However, Baidu’s early successes gained the AI Glasses a recommendation from the

Alzheimer’s Disease China.


29

Mr. Sniff -Lotte Co., LtdIdea:

A funny-looking robot is a great way to intervene in an awkward phenomenon without hurting anyone’s feelings.

Campaign description:By creating a humanoid breath-analyzing robot Mr. Sniff, an entirely new type of medium

was created through which on-the-spot breath tests were conducted, which in turn raised the awareness of oral hygiene.

Outcome:The project attracted over 6,800 volunteers who came in for breath tests. It was covered in a total 56 TV programs and newspapers, as well as on 288 websites, which provided with a combined advertising value of $2,342,060. As a result, 96.7% of those who had heard of the

project said that they had become more aware of their breath quality. As a result, 12.4 million people were able to learn about the project. The project also turned out to be a successful branding strategy, with ACUO products enjoying a 3% boost in sales compared to the same

period from the previous year, despite a slump in the gum market that has seen sales drop by 26% over the last ten years.


30

See What's Next – MicrosoftIdea:

A first-of-its-kind career assistant in the form of a bot that helps girls to stay on the path of STEM.

Campaign description:With an estimated 2.4 million unfilled STEM (Science, Technology, Engineering and Math)

jobs by 2018, there simply aren’t enough qualified candidates — which could stall advances in everything from cancer research to emojis. And since only 6.7% of women graduate with

STEM degrees, closing the gender gap is critical to closing this global STEM talent gap. Women are literally needed to change the world. Microsoft enlisted girls to create a

first-of-its-kind bot that will provide a complete path toward a career in STEM showing future job careers based on their interests.

Outcome:The campaign generated an impressive response from the call-to-action and continues to

deepen relationships with girls and their influencers. It’s been picked up in 94 markets around the world, generated 474 million impressions and 73 million video views. Microsoft brand

love was up 19% among campaign recognizers within a week. Most importantly, the Career Explorer has had 14,680 total visits with 35,231 passion combinations created.


31

The Snow Fox – AKQAMessage:

The art of the children’s book has suffered in the mobile era, impacting the learning and en-joyment of reading and artificial intelligence can help with that.

Campaign description:The Snow Fox is a personalized children’s book app that comes to life by voice using iOS 10’s SiriKit technology, giving little readers the power to turn still illustrations into a beautiful mov-ing story using their own words. The story turned voice into a reading gesture — a mobile first — seamlessly recognizing and highlighting words as they are read out loud correctly. Because

Siri is so commonly used, the story often understood the reader’s speech patterns before they even began reading, and grew stronger and stronger with every word.

Outcome:The app was rigorously tested with adults and children and analyzed the results that Siri

would return, looking for speech patterns and any words that seemed to be giving the read-ers some trouble. The Snow Fox was recognized by Apple as one of its “New Apps We Love” and has maintained a 4.5-star rating on the app store ever since — receiving downloads from 43 countries in the process. More importantly, teachers in North America and Europe have

already begun integrating The Snow Fox into their lesson plans as a learning tool.


32

The Sound Book App - Nordsüd Verlag

Idea: To enhance the pleasure of reading and finding a way to make reading attractive for consum-

ers again with the help of technology.

Campaign description:The Soundbook app creates an audio atmosphere surrounding the story you read out aloud to your children. Via voice recognition software, appropriate sounds from an audio databank

are produced in real time, thus creating a new dimension of reading pleasure.

Outcome:The Soundbook app boosted book sales. The first book applying Soundbook went directly to number 1 and was sold out within six weeks in Switzerland (14.000 copies sold). The second edition also went straight to number 1 within the child and youth book segment (12.000 cop-ies sold). 92% of those who have downloaded the app use it while reading aloud. The Sound-

book App itself became No. 1 in the App Stores (child and youth segment).


33

Threebots - the world of Mitsubishi Electric Europe B.V.

Idea:The humoristic choreography and motion graphics on the screen aligned in a highly elegant

and appealing way, bridging the gap between human and machine to a self-sufficient and playful effect combining the technological advances of Mitsubishi Electric’s products for pro-

motional purposes.

Campaign description:The THREEBOTS exhibit, consisting of three industrial robots, is the highlight and epitome in the brand exhibition ‘The World of Mitsubishi Electric’ as it captures all disciplines involved in factory automation: 90% of components used for are manufactured in-house by the compa-ny, including displays, servomotors, controllers and the robots themselves. In the highlight-by

loop THREEBOTS fascinate with the robots’ ability for swift harmonious movements and their almost organic appearance.

Outcome:A lot of international visitors from professional sector come to see the installation, since it

impressively shows the perfect and very uncommon interplay between all Mitsubishi Electric products. The content is conveyed emotionally, and the image of the company is positively

enhanced overall. In its first year this internal “brand world“ with the THREEBOTS had more than 2500 visitors.


34

QQ Alert: Hope Never Dies – QQIdea:

Artificial Intelligence is bringing hope to all incomplete families – facial recognition can help making more reunions possible with missing children and their parents.

Campaign description:As one of the biggest social platforms in China, QQ Instant Messenger launched the “QQ

Alert” project, which helps desperate people find their missing kinsfolk. By deep-learning the transformation pattern of facial features, QQ equipped with the state-of-art facial recognition technology, and a database of more than 10 millions samples. The system can simulate a per-son’s appearances years ago from a photo taken today by eliminating the typical facial trans-formation through time. The accuracy has reached 99.8% and finding missing kinsfolk through

old photos becomes possible.

Outcome:QQ Alert has launched a total of 286 cases, and 176 people was successfully recovered.


35

Woman Interrupted - Woman Interrupted

Idea:The idea was to create a tool for women with what they can prove Manterrupting is real and

the smartphone, a device that people already carry around, equipped with a microphone and speech recognition function, was the perfect answer.

Campaign description:Woman Interrupted is an app that analyses conversations in real time and shows how much the user was interrupted (female users) or how much he interrupted a woman (male users). The app uses a calibration and the difference between the frequency of male and female

voices to measure the interruptions.

Outcome:The app escalated quickly: over 15.000 downloads within the first days in 57 countries. It also

made headlines in 36 countries and it was also published in 250 news websites and blogs. All those spontaneous media resulted in more than U$7.5 million in earned media, and 700

million impressions. But without a doubt the most important result was successfully reached: raising worldwide awareness and debate around Manterrupting and gender inequality.

CASE GALLERY FOR EXECUTION PHASE

Description of the phase:The idea as a final creative product (mobile, tv,

radio, outdoor campaign etc.).

Winning campaign categories:Cyber, Media, Creative Data, Direct,

Mobile, Promo and Activation, Design, PR, Product Design, Digital Craft, Glass Lion, Integrated, Outdoor, Radio, Innovation.

The way of using AI:data analysis, smart targeting, automation, internet of things, machine learning, deep

learning, text analysis, chatbot, robotics, search engine, facial recognition, algorithm.


37

#Breakthegame - Under ArmourExecution:

Using smart targeting and sequential messaging strategies, three-second ad videos were served to people who were watching and engaging with the game.

Campaign description:Under Armour hijacked the second-screen experience to turn Curry’s biggest moments into

Under Armour moments, too. Every single time Curry hit a three during the 2016 playoffs, Un-der Armour tweeted a new three-second ad starring Curry right as the shot dropped, linking his incredible on-court performances with Under Armour in real time for the Warriors’ entire

two-and-a-half-month-long playoff run.

Outcome:The project was viewed in 53 countries, garnering 130 million social media impressions, driv-

ing a 20 percent increase in global conversations linking Curry with Under Armour.


38

Aami Smartplates – SuncorpExecution:

Using a series of API integrations, coupled with a cross-mobile development platform, the AAMI SmartPlates app is able to use inbuilt mobile functions to automatically

record and monitor driving data.

Campaign description:AAMI SmartPlates, a real-time drive tracker and coach that sits at the centre of a new digital learning eco-system: connecting young drivers, parents, instructors and road authorities for the first time. At the core, is the AAMI SmartPlates mobile app, which tracks every detail of every drive, so learners can focus on the road while their practice hours, routes, road type, weather and traffic density, are monitored and recorded in real-time. Captured data gets

crunched into skills sets so learners, parents and instructors can gain a complete picture of their progress, what they’re mastering and what needs improvement

via a personalized learning plan.

Outcome:+16 million people reached, featured in over 100 pieces of national media, 88% positive

sentiment towards AAMI Brand, AAMI spokesperson featured in 73% of all earned media coverage, earned PR/Advertising value over $2million AUD, 5193 unique downloads

and 120,000 website visits in the first month.


39

Anonymous Friend - Alcoholics Anonymous

Execution: Alcoholics Anonymous created the first Facebook Messenger chatbot that helps teens with

alcoholism – over 20 hours of testimonials from real AA members were collected and turned into data to fill the chatbot.

Campaign description:Over 20 hours of interviews with AA members capturing their stories, anxieties and specific words became data that filled the flow of conversations in the chatbot in a sensitive and per-sonalized way. This data made the robot more human and sensitive to deal with a very serious issue. The Anonymous Friend chatbot answers without any judgements everything from the

12 steps of recovery to general information about the disease and becomes teens' first step of recovery.

Outcome:In the first week, the page received over 28k likes and over 100k conversations in the chatbot.

In addition, 65% of groups were reached through geolocation, increasing daily requests for help on AA's email by 1300%. Major groups registered a 20% increase of new members in

their meetings. An online campaign using members’ stories encouraged the interaction. The sensitive talk created an immediate bond between users and the bot that

increased daily requests for help on AA’s email by 1300%.


40

Ask for a Raise - The Muse, Ladies Get Paid, Payscale, Reply.AI

Execution: The Cindy Gallop Chatbot creates a private conversation on Facebook Messenger between two women backed by data and supported by sass, getting us one step closer to closing the gender pay gap by building the confidence and the case ladies need to successfully ask for a

raise, while drawing awareness and inspiring action.

Campaign description:The Muse gathered information from a global salary profile database, research data from

various sources, and real human insights from a professional community for women and from conversations, articles and TED talks Cindy Gallop herself has given. Then one of the world’s fiercest female leaders and equal pay advocate was turned into an innovative tool that helps women develop their salary bargaining skills. Data gathered from various sources made pos-sible for ladies to compare their salary with other professionals in their own city, learn when is the best day to ask (Friday, morning), and even answer confidence concerns with cold hard

data.

Outcome:With zero dollars of media budget, the Cindy Gallop Chatbot garnered over 110 million media impressions worth over $1 million in earned media, in the first seven days. Brand partners saw 5x the normal daily reach on social media and traffic to their site. But above all, the tool has

seen over 100,000 users, 86% of them female (ages 18-44), with conversations lasting an aver-age of 1 minute and 43 seconds.


41

Aland Index / Baltic Sea Project - the Bank of Åland

Execution:Complex data turned simple, and technology work seamless, turning your tool for consump-tion into a purposeful instrument for nature – relevant in every purchase and every market.

Campaign description:The Baltic Sea Project with the Aland Index measures the CO2 impact of every credit card

transaction. The digital report is presented with the monthly bill and suggests local, global or lifestyle call-to-actions to compensate your impact.

Outcome:+308% (9,8% to 40%) brand awareness, +30% (32 275 656 €) financial deposits, +4,4% (1 149)

new accounts, 380 000 € funds generated for environmental projects, 205 % increase in The Bank of Aland’s Baltic Sea Project Social Media follower and + 350,000,000 in earned global

media reach and counting.


42

Chat Yourself – ItaliaExecution:

A chatbot to Messenger which collects the entire life of Alzheimer’s sufferers’ and gives them back vital information 24 hours a day.

Campaign description:Reply.ai extended Chat Yourself helps Alzheimer’s sufferers to remember by chatting to

themselves. It is based on Facebook collecting data from personal profiles: the life diary that everyone has in their pocket. Thanks to artificial intelligence, the chatbot can understand and

chat with sufferers without asking them to learn specific sentences or commands.

Outcome:100% positive sentiment, trending topic at the launch in related field. 10x engagement rate VS average medical topics engagement rate. Over 15,000 people reached and over 30,000

impressions in less than 24 hours without any ADV sponsoring. 10,000 video views in the first few hours organically. 8% page engagement during the launch day. 7x amplification

rate on related field.


43

Drag, Drop & Go – CheapflightsExecution:

A world’s first the web banner combines image search APIs, Location APIs, ticket platform APIs such as Ticketmaster and Songkick, with Cheapflight’s flight search API to serve

the user a flight price for the next upcoming concert, sports or art event.

Campaign description:Cheapflights online display media was turned into a simple flights search, and an innovative,

contextual web banner that allows you to search flights regarding the articles you’re reading was created. All this by simply dragging the article image into the web banner.

Outcome:The Drag Drop and Go was a successful campaign as it not only demonstrated ‘Smart Search Made Simple’, but created an engagement beyond normal with a staggering engagement rate

145% higher than the industry benchmark for any other digital campaigns. The campaign contributed to an 8.5% YoY increase in visits to Cheapflights.co.uk,

and a 16.5% YoY rise in revenue.


44

Get the Flow – VodafoneExecution:

A custom-built timing system and voice recognition technology automatically recognizes <if kids don’t stutter.

Campaign description:Vodaphone’s “Get The Flow” free app uses rap to help children speak more fluently. Rap pro-

vides guidance and rhythm, which really helps people who stutter. The “Get The Flow” app combines speech exercises with something kids do like: Dutch hip hop.

Outcome:The campaign was featured on many big TV and radio shows and was even mentioned on The

Voice. The campaign already reached over 50% of the Dutch population (7+ million people) and got 86+ million media impressions. Social media sentiment around the Vodafone initiative

is almost 100% positive with great brand perception impact.


45

Green Light Run – AdidasExecution:

A voice guidance system led the city runners with routing and pacing, navigating them on a non-stop run as the city’s 15,772 traffic lights’ algorithms were analyzed for the cycles and

duration of red and green signals.

Campaign description: GREEN LIGHT RUN is an urban marathon race, where the runner doesn’t have to stop for any red lights. Using traffic data provided by the local police department, and taking traffic

signal patterns, distance, timing and safety all into account, adidas Japan brought a one-of-a-kind, urban race through the busy streets of Tokyo to life.

Outcome:53,637,032 reaches, +151% Facebook likes.


46

Little Bit of the Tour – SkodaExecution:

Google Maps API, Earth API and Directions API as the foundation of the data overlaid with GIS (Geographical Information System) and KML (Keyhole Markup Language) geographical

data determined The Tour de France road gradients; then the data was stored, and the com-parator logic/algorithm created.

Campaign description: The idea is to give cyclists in the UK a taste of what it feels like to ride in The Tour de France without them ever needing to leave the country. This was achieved by taking the topograph-

ical ride data from all stages of The Tour de France and mapping all of this data onto over one million roads in the UK. Through web and mobile interface cyclists were able to search

and filter rides anywhere across the UK, making their choice based on distance, difficulty and location.

Outcome:33,000+ Little bit of the Tour users, 169,964 miles cycled by participants, 256% increase in

unique page views on the ŠKODA cycling hub, 46% growth in consumers aware of ŠKODA’s broader cycling involvement and “I like ŠKODA” increase by 40%.


47

Itbra — the Wearable that Detects Cancer - Cyrcadia Health

Execution:The flexibility of wearables combined with the science of breast cell metabolism and the technology of predictive analytics to create a revolutionary wearable that detects breast

cancer — earlier and more accurately than mammograms — the iTBra had the largest breast cancer database in history by the end of 2017.

Campaign description:With screening guidelines changing recommendations from age 40 to yearly mammography at age 50, women’s access to screening is being threatened, leaving millions of women at risk for advanced breast cancer. The iTBra is a wearable device that detects breast cancer at the earliest stages and is twice as accurate than mammography in women who have the densest

breast tissue. The iTBra provides a radical change for women—one that is affordable, accessible, accurate, and comfortable.

Outcome:With 500,000 anticipated orders in 2017, the iTBra will provide screening to more women

at risk of breast cancer than ever before. By partnering with some of the top global insurers (including Allianz, MetLife, and AIA) and retailers (including Lululemon and Uniqlo), the iTBra will put the power of early detection in the hands of millions of women who may be at risk of

breast cancer. There are over 600 featured news stories on the iTBra, and interest is growing globally.


48

No One Should Have No One – Age UK

Execution:Using a sophisticated data combining over 20 data sources (including such metrics as proxim-ity to family members, mobility, access to services, remoteness of region) the first Loneliness Index of Great Britain was created and used to distribute and tailor the content, highlighting

levels of older age loneliness down to a postcode level.

Campaign description:Loneliness amongst older people is a hidden tragedy in the UK. Rather than focus on the one

million, Age UK put the spotlight on just one lonely individual, Roy, to make loneliness per-sonal. Roy’s story launched on the UK’s leading daytime TV show, who dedicated the entire

program to loneliness.

Outcome:An incredible 33,000 people signed up to volunteer for Age UK’s Call in Time service, more

than twelve times the number of calls they receive in a whole year (delivered in just 4 weeks). This campaign alone will end 2 million hours of lonely silence for older people across the UK in 2017. Online donations increased 4% YOY. And importantly, Age UK had 245% more lonely

elderly people sign up to receive the Call in Time service than the previous year.


49

Payphone Bank - Tigo-UneExecution:

Asterisk-based data from 13,000 pay phones across Colombia is gathered and interpreted to understand which services are more relevant to the users through their spending behavior and included in the Payphone Bank OS, which is available in all pay phones and accessible

through a Voice Response System.

Campaign description:Payphone Bank can turn Tigo-Une Payphones into micro-saving devices which work like

digital-era piggybanks, where millions of people can deposit their coins into their savings ac-count and thus save or access micro-loans that allow them to purchase basic products

and services.

Outcome:Payphones are now being used an average 6,000 times a month for other activities aside from calling, like paying for electricity, making data recharges and buying public transport

tickets, radically changing the way in which people engage with the brand and perceive pay phones.


50

Reword – Headspace

Execution:As a child types, Reword uses regex matching cross-references to identify abusive patterns,

scanning for insulting phrases and bullying sentiment, not just swearing.

Campaign description:Reword is a real-time alert for online bullying that informs about abusive expressions with a red line. Reword is an educational tool that helps develop young people’s moral compass

when they first become active on social media. Inspired by the simplicity of a grammar check-er, Reword uses a custom lexicon database to identify strings of words that form millions of potential insult combinations. When a pattern is found, the child is alerted with a red strike-

through, instantly interrupting behavior and prompting them to reconsider their words.

Outcome:84% of insults detected were reworded and an incredible 67% reduction in bullying behavior per user occurred. Reword contributed to 150 million media impressions. Reword has been

introduced to over 300 schools nationwide and installed on 1,045,146 computers.


51

Safest Route – Groupama

Execution:By using the geolocation data of the 700,000 reported accidents and by creating an algo-

rithm allowing one to avoid driving on dangerous roads, without adding too much additional driving time.

Campaign description:THE SAFEST ROUTE (letrajetleplussur.fr), the first navigation tool that puts safety first. For the first time, the French State has made public in open source all road accident data. Grou-pama has decided to use them by cross-referencing them with the accident notifications of its 3 million policyholders to create the first service generating the least dangerous route.

Outcome:It generated strong PR visibility and several TV shows dedicated entire reports to THE SAF-EST ROUTE. The campaign generated a total of 30 million media impressions and 5,5 million € in earned media. 3,5 million routes were calculated during the first week and THE SAFEST ROUTE was shared more than 225,000 times. Groupama was also contacted by Autolib’, a

famous electric car sharing service in Paris, to improve the tool and integrate it in all its cars.


52

Sberbank. Neighborhoods – Sberbank

Execution:Forecasting models and predictive algorithms are used to reach target audiences and with each response the algorithm learns to offer better choices for both locals and businesses.

Campaign description:Hundreds of outdoor ads and over 3,000 unique online banners ask for local residents’

opinions on algorithm-generated business ideas for the neighborhood. Suggestions are based on broad range of data. Data gathered from local residents is used to create new unique

ads for businesses.

Outcome:Campaign generates 9x as many small business responses than traditional loan advertising

campaigns. Campaign is 30% more cost-efficient than traditional campaigns. 3x as many customers take business development loans than from traditional loan campaigns.


53

Souptube - Campbell ArnottsExecution:

Vogon has revolutionized the way the media is bought on YouTube, allowing marketers to provide the audience with highly contextual, targeted messaging, custom built based on their

viewing habits.

Campaign description:Campbell's Soup Australia's 'SoupTube' YouTube campaign, forming a part of the wider 'We've

Got a Soup for That' brand campaign, saw the first use of Google's 'Vogon' advertising plat-form in Australia. This resulted in the most targeted and personalised Youtube pre-roll cam-

paign ever seen in the country, perhaps even the world. Dynamically embedded headlines are turned into pre-roll videos creating individual versions that related to our audience’s YouTube searches. For example, if you searched for Beyoncé's 'Single Ladies' we’d serve a pre-roll say-

ing "Cooking for one? We've got a soup for that."

Outcome:With a mission to reframe how a low-interest category like soup directly connects with peo-ple, and re-establish Campbell’s Soup’s cultural relevance, the campaign was a success. Over four weeks, more than 1 million people were reminded of the untold occasions and nourishing

benefits of Campbell’s Soup. The campaign landed over 1.9 million impressions, with a vid-eo view rate of 92.86%, and the campaign achieved a 24.7% lift in ad recall and a 6.9% lift in

brand awareness for Campbell's Soup. Best of all, there was a 55.6% increase in sales compared to 2015.


54

The Impossible Signing Session - bol.Com

Execution:A robotic arm was adjusted and programmed over the course of three months until it could

perfectly duplicate handwriting and signature.

Campaign description:To honour the legendary writer Paul Van Ostaijen, bol.com created ‘The Impossible Signing

Sessions’. Meaning that, with the help of technology, van Ostaijen was brought back to life for one last book signing session. By carefully analyzing the writer’s manuscripts, Van Ostaijen’s

handwriting was reproduced, transforming it into a usable font.

Outcome:Primetime news on all major Belgian tv - and radio stations. Articles in both quality and pop-ular press. Resulting in 24,7 million impressions. But most importantly: bol.com achieved 5%

more brand awareness, and their turnover in book sales increased with 40%.


55

The voice of art – IBMExecution:

Watson's cognitive power was put into a mobile app that uses several Watson APIs to rec-ognize visitors' presence and questions, identify the intent of those questions, and deliver

specific answers.

Campaign description:72% of Brazilians have never been to museums nor art institutes because they do not relate

to or understand art, so IBM created “The Voice of Art”, a project in partnership with Pinaco-teca, São Paulo’s oldest museum. Pinacoteca’s visitors could use an exclusive app to literally talk to seven art pieces of the collection, asking them whatever they wanted, the way they

wanted; the response was given by Watson through its Brazilian voice in real time and natural language, explaining subjects such as the history behind the piece, art techniques and styling,

and even the relationship with current topics.

Outcome:Earned media valued at US$ 3.3 million, more than 50 local and international PR stories,

including a 4-minute segment on Brazil’s leading soft news TV show, highest engagement rate (37% - the average is 3%) on the history of IBM Brazil’s Facebook page; +6M views on You-

Tube, 340% increase on the number of Pinacoteca’s visitors week to week and 4 new client opportunities for IBM, including another big museum.


56

Yournalist - EITB - Euskal Irrati Telebistathe

Execution:Watson with a deep learning algorithm applied with natural language, selects the keywords to find just the news that matches the one you are listening to and then searches the millions of media that are talking about it and analyses them in Watson again, but to do the exact oppo-site for what it was designed: to find the differences instead of the similarities and give you

the 6 most widely-differing news articles.

Campaign description:YOURNALIST is the first app that lets you check in real time millions of stories of the same news item and gives you the 6 most widely differing angles of coverage all over the world. It starts like Shazam. Aim your mobile towards your tv or radio when they are talking about a

topic you are interested in. Then the app sends it to Watson.

Outcome:Reviewed positively in the main technology and general media outlets (4 stars in the

magazine iCreate). 83% of users use it as their prime source of information on their mobile, sent to more than 50,000 subscribers outside the Basque Country.


57

Gran Prix Gold Silver Bronze TotalMESSAGE

KLARAFY – KLARA 1 1

NOT EASY – IBM 1 1

PRESIDENT OF PLAYLISTS – SPOTIFY 1 1 3

TALKING NUMBERS - FUNDACIÓN HUESPED 2 2

THE RIGHT SEARCH – LIBÉRATION 2 4

IDEA

AI BUDDY - VIDAX CENTER 1 1

AIMEN - CANAL+ 1 1 2 7

BEYOND MONEY - SANTANDER BANK 1 3

BOTBOT - REPLY.AI 3 6

BULBS - APPLE 2 2

DYTECTIVE FOR SAMSUNG - SAMSUNG SPAIN 1 1

GLICODE - EZAKI GLICO COMPANY, LIMITED 2 2GOOGLE HOME OF THE WHOPPER - BURGER KNOW YOU AGAIN - BAIDU 1 2 4 6 24

HUNGERITHM - MARS CHOCOLATE AUSTRALIA 6 9 5 41

I'M ADA, I CAN HELP. - ADA HEALTH INC. 1 2

KNOW YOU AGAIN - BAIDU 1 1 3

LO & BEHOLD - NETSCOUT 1 2 7

MR. SNIFF - LOTTE CO., LTD. 1 1

QQ ALERT: HOPE NEVER DIES - QQ 1 1 4

RECOVERY ROOM - MARS CHOCOLATE NORTH 1 2

SEE WHAT'S NEXT - MICROSOFT 1 1

THE SNOW FOX - AKQA 1 1

THE SOUND BOOK APP - NORDSÜD VERLAG 2 2

THREEBOTS - THE WORLD OF MITSUBISHI ELECTRICMITSUBISHI ELECTRIC EUROPE B.V. 1 2

WESTWORLD - HBO 1 2

WOMAN INTERRUPTED - WOMAN INTERRUPTED 1 2

Appendix 1:List of winning campaigns


58

Gran Prix Gold Silver Bronze TotalEXECUTION

#BREAKTHEGAME - UNDER ARMOUR 1 1 4

AAMI SMARTPLATES - SUNCORP 1 1 5 10

ANONYMOUS FRIEND - ALCOHOLICS ANONYMOUS 1 1

ASK FOR A RAISE - THE MUSE, LADIES GET PAID, PAYSCALE, REPLY.AI 1 1

CHANNEL 4 PARALYMPICS - CHANNEL 4 1 2 7

CHAT YOURSELF - ITALIA LONGEVA 1 1 3 8

DRAG, DROP & GO - CHEAPFLIGHTS 3 1 7

GET THE FLOW - VODAFONE 4 4

HOSTILE TAKEOVER - ACTIVISION 2 4 8

INNOVATING SAVING - JET.COM 1 3

ITBRA — THE WEARABLE THAT DETECTS CANCER - CYRCADIA HEALTH 1 4

LIAM - APPLE 1 1 3

LIKE MY ADDICTION - ADDICT'AIDE 1 1 3

LITTLE BIT OF THE TOUR - SKODA 5 9 5 38

NBA 2K BOOST - 2K SPORTS 1 1

NO ONE SHOULD HAVE NO ONE - AGE UK 1 1

PAYPHONE BANK - TIGO-UNE 1 1 5

POWERED BY RESPECT - GLOBO TV AND INSTITUTO RODRIGO MENDES 1 3 1 3 18

REWORD - HEADSPACE 1 2

SAFEST ROUTE - GROUPAMA 2 1 3 11

SBERBANK. NEIGHBORHOODS - SBERBANK 1 1

SEARCH FOR GREATNESS - SONY PLAYSTATION SPECTACLES - SNAP, INC. 1 1 4

SOUPTUBE - CAMPBELL ARNOTTS 1 1 3

SWEAR JAR - COMIC RELIEF 3 1 2 13

THE BANK OF ÅLAND - ALAND INDEX / BALTIC SEA PROJECT 1 3 5

THE COLOUR OF CORRUPTION - RECLAME AQUI 1 4

THE CORRUPTION CONVERTER - ESTADÃO NEWSPAPER 2 4

THE IMPOSSIBLE SIGNING SESSION - BOL.COM 1 3

THE SPOT I'LL NEVER HEAR - FUNDACIÓN TELEFÓNICA 1 1

THE TAILOR-MADE STORE - CHADSTONE SHOPPING CENTRE 1 1

THE VOICE OF ART - IBM 1 2 4

VENMO MICRO HACK - WATERISLIFE 1 1 3

YOUR VOICE IS YOUR STAMP - U.S. POSTAL SERVICE 1 2

YOURNALIST - EITB - EUSKAL IRRATI TELEBISTA 5 5

Now go and make some social magic.Published in March 2018

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