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Campanie
JM
BRAND CONTENT AS CONVERSATION When people think about Chatbots, Siri is the first to come to mind or a Chatbot that tells you about the weather. These are usually standard, automated Chatbots and provide the same information all over again. For the first time, we created a Content Chatbot. An artificial intelligence based Chatbot that anyone could interact with on Facebook. As part of 20-years Vodafone anniversary campaign, we built a Chatbot that people could talk to, just like in the normal Messenger conversations. They could ask him about how their life changed in the past 20 years and find out what will be different in the next 20 years. We used it as a way to tell stories as conversations, in the same manner people naturally use messenger platforms. The best part is that it is infinitely scalable and so, builds authentic, long term relations between the brand and users. And because the brand is organically woven into the content, it is non-intrusive and builds real dialogue with consumers. We used it as a way to involve in a natural conversation, just like people use the normal chat windows. The most innovative part is the way it builds authentic, long term relations between the brand and users.
General Information:
Strategy:
Strategy: Vodafone celebrates 20 years since they have entered the Romanian market. On this occasion, we developed a campaign that reminds customers about the technological developments experienced in these past 20 years, in the same time offering a glimpse of the next 20 years. One of the biggest challenges was how to reach and engage with youngsters (14-24 years old). Youngsters are using less and less the traditional media. They spend a lot of time online. Still, even online, as they were literally born with the technology in hand, they have developed a natural ad blindness. They have a very fragmented digital consumption pattern – spend time on different digital platforms and value privacy and the absence of ads. Obviously, stalking them with banners was clearly not the way to go. However, we found out teens don’t reject brands. So the content should be something it would attract their attention, something they would share. One of their most frequent behavior online is the Chat conversation - like Facebook Messenger and Whatsap. Using these insights, our challenge was again: HOW CAN WE TAKE PART IN THEIR CONVERSATION? The answer: Future Chatbot - The first CONTENT CHATBOT. How it works (see also the video): Once the user engages with the Future Chatbot, it will share interesting facts about how things were 20 years ago and how they could be 20 years from now. This happens in the form of natural conversations on Messenger, with back-and-forth dialogue, as in a normal conversation with a friend.
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