THE WORLD'S FIRST 5G AI STYLIST
|THE WORLD'S FIRST 5G AI STYLIST
|A06. Data / Insight
PUBLICIS LONDON, UNITED KINGDOM
POKE London, UNITED KINGDOM
ESSENCE London, UNITED KINGDOM
M&C SAATCHI London, UNITED KINGDOM
SNAP TECHNOLOGY London, UNITED KINGDOM
PROJECTION ARTWORKS London, UNITED KINGDOM
THE DIIGITALS Dorset, UNITED KINGDOM
QUANTUM CAPTURE Toronto, CANADA
CAKE London, UNITED KINGDOM
|Group Creative Director
|Head of Technology
|Head of Design
|Head of User Experience
EE are long term sponsors of BAFTA, a celebrated cultural moment in the British calendar. Each year, celebrities from across the globe gather, bringing the glamour, the outfits, and the red carpet which drives excitement and conversation online. It’s a rare opportunity for people to feel closer to the stars.
The brief was to establish an association between EE and BAFTA, demonstrating the superiority of EE’s network and their commitment to providing the best consumer-first experience to the UK population.
We were measured on our ability to reach our audience and generate share of voice, driving relevance as evidenced through attention/views, and delivering an engaging participatory experience that added genuine value. All of this with only a small reserved section off the red carpet to play with.
So, how could EE help fans feel closer to the stars, whilst demonstrating their superior network – now with latest 5G technology?
Describe the creative idea
The world’s first 5G A.I Stylist:
Helping you shop affordable red carpet fashion live at the BAFTA’s.
Research showed that fashion dominated the conversation at the BAFTA, with 33%* of fans wanting to purchase the looks of their favourite celebrity. However, with the average look costing over £12k star style is out of reach for most. We leveraged a new social phenomenon and innovative technologies to transform the world’s first CGI Supermodel into the world’s first 5G AI Stylist. As a result, blurring the lines between the digital and real worlds. We gave our influencer the power to do what no human could do. She was able to cross-reference thousands of retailers, in a matter of seconds, and deliver affordable red carpet fashion to fans at home, accessible via a few simple taps on their devices.
Describe the strategy
Our audience for this campaign were digital savvy celeb/motion picture followers who will excitedly tune in to watch BAFTA on the night. They actively engage in conversation and value participatory experiences over something passive. Social listening highlighted fashion as the dominant topic of conversation around galas like BAFTA, with Twitter and Instagram standing out as platforms due to their conversational and visual natures. One Twitter study found that 33% had an appetite to buy the outfits on display, so they’re tuning in for inspiration as well as admiration. However, after some digging we discovered that the average cost of celeb garments exceeds £12k – therefore cost and accessibility present monumental barriers between fans and their style icons. Our approach was to use cutting-edge technology to remove this barrier and deliver a seamless and engaging experience through those channels that they’d be using throughout the night.
Describe the execution
As fans tuned in for the live coverage, our A.I Stylist (Shudu) acted as the bridge between them and the stars. Built as a real-time simulation, stars on the red carpet could interact with a real-time holographic representation of Shudu, who with access to multiple cameras would capture and share photos of celebrity style via social. This content was used to drive traffic to our AI Stylist webchat. Powered by Snap Tech’s machine learning capabilities, our webchat analysed the stars' garments and cross-referenced them across thousands of affordable ecommerce retailers, delivering back the perfect match. As a result, fans could instantly purchase a similar, affordable look within minutes of a star stepping onto the carpet.
List the results
Captivated by our red carpet experience, stars such as Salma Hayek, Andy Serkis and Regina King engaged Shudu. This inspired a whopping 113k engagements with our AI Stylist chat, delivering over 2k personalised red carpet looks to fans at home. Whilst not a key objective of the campaign, these curated looks generated value in excess of £400k to retailers.
The spectacular nature of both, the red carpet experience and the intelligent AI Stylist chat, ensured a dominant presence on the night with a huge 27% of all mentions of BAFTA (on the night) also referencing EE. Amongst other sponsors of the event, this translated to a share of voice of over 93%.
Above all, demonstrating the capabilities of UK’s best network and reinforcing EE’s commitment to being the most culturally relevant and advanced digital communications company, with the consumer at the heart.