I recently read an article from CIM about the top 10 brand campaigns that changed the marketing world. Here are the three campaigns that caught my eye...
1. Lockheed Martin: Generation Beyond
At the top of my list, we have 'Generation Beyond'. This was a campaign designed to inspire students to look for a career in aerospace, as those students are the generation who are most likely going to be the first to visit Mars. Lockheed Martin, a global aerospace, defence, security and advanced technology company created 'The Mars Experience Bus' as part of Generation Beyond. This was the first fully immersive VR vehicle built and it replicates the landscape across Mars.
2. Spotify - 'Thanks 2016, its been weird.'
In one of Spotify's biggest global campaigns, they used a range of out of home ads in a data driven exercise to close of the events of 2016. Using their 1st Party data, they pulled localised facts and figures to create some fairly funny and some strange ads. One UK billboard read: 'Dear 3,749 people who streamed 'Its the end of the world as we know it' the day of the Brexit vote. Hang in there.'
The campaign went so well that they carried it on for a second year at the end of 2017, with a slightly different position of '2018 goals'. One 2018 goal included "Keep our jacket on", this one came from the fact that 'Man's Not Hot' by Big Shaq was streamed over 42,756,267 times in 2017... Considering it was only officially released in September 2017. I wonder what they have in mind for the end of 2018? I am sure something to do with it not coming home...
3. EagleAi Trump prediction
EagleAi was designed and built by Havas for ITV News, the aim of it was to interpret and understand British Television. Before Trumps election in 2016, the learning artificial intelligence tool was fed with billions of data points dating back to the moment that Trump and Clinton were selected as their party lead. Every prediction that came from the tool was leading to Trump's victory. Something that no Human predicted... or wanted to anyway.
What was so amazing about this tool was that it was taught to understand sentiment, tone, emotion and intention to predict voter behaviour. It was able to spot patterns and connections just like a human brain would but on a much large scale. Over 15 million articles, hundreds of tweets, political feeds, posts and stories from millions of sources were fed into this machine. So it was not just a lucky guess from the tool, ,so much data and thought went into the prediction.