How A Robot Queuing At The Apple Store Grabbed Global Media Attention

How A Robot Queuing At The Apple Store Grabbed Global Media Attention

Last week an employee from Sydney creative media and research agency Atomic 212 queued up in front of the Apple store on George Street waiting for the latest iPhone 6S. the only difference was she wasn’t physically standing in line, a robot called Lucy saved her spot. The CEO of Atomic 212 Jason Dooris chatted with B&T about how this robot came to be and why Atomic 212 didn’t need to spend money promoting the campaign.

Lucy the Robot is a ‘telepresence robot, which means she is essentially a screen on wheels, complete with microphone, camera and video screen. Lucy is created by Double Robotics from Sunnyvale, California.

“The robot is a combination of the technology, the hardware and Lucy the human, together that is the personality of the robot. It’s a humanoid; half droid, half human fused together,” Dooris told B&T.

Lucy The Robot

According to Dooris, at 7am last Friday the story of Lucy the Robot had been translated into over 26 separate languages across the globe. Dooris believes Lucy has been so damn popular because the campaign tapped into something much bigger then the robot itself.

“With social media campaign you very often focus on your idea or product and who you are trying to reach in the market. But they very often ignore ‘currency’ or ‘topicality’, if you ignore what’s going on in the world then you’re not really connecting with the things that are most important and relevant to your everyday person at that specific moment in time.

“This campaign really tapped into what was going on at Apple and the release of the iPhone 6S, it just had that secret ingredient.”

Here’s an exclusive video from Dooris of Lucy the Robot leaving the Apple store with her latest purchase:

“You’ve got a phenomenal amount of energy around Apple and their iPhone, and Australia represents the first iPhone sold anywhere in the world,” Dooris said. “The energy starts outside the doors of the Apple store in Sydney, so if your campaign starts right there in the queue there is an incredible amount of energy and you can positively leverage that energy.

“From a pure media spend we decided not to invest in any traditional media or any digital media. The idea being that from a traditional perspective it would be picked up by national and global television, radio and newspapers. And from a digital side, it was a nice piece of content so we wouldn’t have to support it through that either.”

“Apple have really embraced it, they’ve been amazing throughout the process. It’s been amazing, it’s really energised the whole agency, and everyone is getting behind it. It’s superb.”

Please login with linkedin to comment

Advertising Standards Bureau Luke Starr Simon Jarosz Troll

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]