Overview
In 2024, cutting-edge technology is reshaping how brands engage with consumers and contribute to societal progress. Beyond Generative AI, brands now have the opportunity to leverage a spectrum of advanced technologies to create personalised, immersive experiences that drive positive impact in one of the following: sustainability, community growth, governmental issues, and youth potential. Your challenge is to pioneer a campaign that not only enhances brand engagement but also catalyses meaningful change through innovative tech-driven solutions.
The Challenge
Come up with a digital innovative campaign that uses advanced technology (including but not limited to AI) to address a pressing societal or environmental issue(s), for your brand of choice. The goal is to deepen the brand’s connection with its audience while having a tangible impact in key areas of societal advancement.
Key points to address and comprehensively unpack:
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Consumer Insight:
- Identify a significant societal or environmental issue relevant to your chosen brand's audience.
- Explain how advanced technology can uniquely address this issue.
- Example: A fashion brand tackling textile waste using AI to optimise recycling processes.
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Brand Connection:
- Define the brand's core values and mission related to the identified issue.
- How can the campaign reinforce these values through innovative use of advanced technology?
- Example: A food company that promotes healthy living by using IoT to track and reduce food waste in households.
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The Idea:
- Craft a compelling concept line that encapsulates the campaign's essence and impact.
- Detail the role of advanced technology in bringing this concept to life.
- Example: Smart Homes, Smarter Living - Using IoT to create energy-efficient homes that align with sustainable living goals.
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Obstacles:
- Anticipate challenges such as ethical considerations, data privacy, or technological feasibility.
- Propose strategies to overcome these challenges and leverage them for creative and ethical solutions.
- Example: Ensuring data privacy in a campaign using AI-driven personalised content recommendations.
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The Execution:
- Outline the campaign's execution plan across relevant channels (e.g., digital platforms, events, partnerships/PR & influencer marketing).
- Highlight specific features and technologies that drive engagement and generate meaningful impact.
- Example: A VR experience that immerses users in the effects of climate change to promote environmental action; launched on socials, web app, etc. driven by climate change youtubers (names) etc.
* Please note that (obstacles as a point in the ideas card is not mandatory to complete if not applicable)
Deliverables
Overall, you need to submit these two things an idea card and an Idea board.
Idea Card:
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A concise summary of the campaign concept (120 words maximum).
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Clearly articulate the campaign's unique technological approach and potential societal impact.
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Example of an idea card Idea card example
Idea Board:
Examples of Technologies
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Blockchain beyond crypto:
Enhance supply chain transparency and accountability.
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Machine-Learning:
Machine learning can analyse vast amounts of data to predict consumer behaviour, personalise marketing efforts, and improve customer experiences, thereby driving increased engagement and sales for businesses
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Green Tech:
Green technology enables businesses to reduce their environmental footprint through sustainable practices like renewable energy use, waste reduction, and eco-friendly product designs, enhancing brand reputation and meeting consumer demand for sustainability
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Extended Reality (VR, AR and MR):
Create immersive experiences to raise awareness about social issues.
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Internet of Things (IoT):
Deploy IoT devices to monitor and reduce environmental impact.
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The role of AI or Synthetic Media:
Use AI to create personalised stories, music, or visual art that resonates with individual users.
TECH INSPIRATION
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Blockchain Beyond Crypto:
Starbucks' Blockchain Coffee Supply Chain: Starbucks has implemented blockchain technology to trace the journey of coffee beans from farm to cup. This initiative enhances transparency and accountability by allowing customers to track the origin of their coffee, ensuring ethical sourcing practices and building trust in the brand.
Source
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Machine-Learning:
Amazon's Personalised Shopping Experience: Amazon uses machine learning algorithms to provide personalised product recommendations. This technology analyses customer behaviour and preferences to deliver tailored suggestions, enhancing the shopping experience and increasing customer engagement.
Source
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Green Tech:
Patagonia’s Community Energy: Patagonia's ongoing commitment to environmental sustainability is exemplified in their Community Energy campaign. This initiative not only highlights their dedication to using sustainable materials and renewable energy but also includes interactive content hubs with educational videos and petitions.
Source
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Extended Reality (VR, AR and MR):
Tom's Virtual Giving Trip: Tom's Shoes created a Virtual Reality (VR) experience called the "Virtual Giving Trip" to show customers how their purchases contribute to social causes. This immersive experience allows users to virtually visit communities benefiting from Tom's donations, raising awareness and deepening the brand's social impact.
Source
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Internet of Things (IoT):
Nestlé's Smart Packaging: Nestlé has implemented IoT technology in its packaging to monitor product quality throughout the supply chain. Smart sensors embedded in the packaging track temperature, humidity, and other conditions, ensuring products maintain their quality from factory to consumer.
Source
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The role of AI or Synthetic Media:
Lexus' AI-Generated Commercial: Lexus created the world's first AI-generated commercial by using artificial intelligence to analyse award-winning car ads and produce a script. The campaign showcased the potential of AI in creative fields, delivering a unique and engaging advertisement that resonated with viewers on a personal level.
Source
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