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LUCY THE ROBOT

CLIENT: ATOMIC212

THE BRIEF

To raise awareness and hype for Australia’s biggest media agency, Atomic212 – and their client, Double Robotics.

THE IDEA

A stunt to showcase Double Robotics’ technology using their Double Telepresence Robot – It’s a remotely controlled two-way video robot carrying an iPad, resembling a Segway. We had the Double wait in the queue outside the Apple store on George Street Sydney to be the first to purchase the new iPhone 6s. The Double was piloted/controlled by Lucy, an employee of Atomic212 remotely from their office in The Rocks.

THE EXECUTION

We sent out tips to TV, digital and newspapers, letting them know about the robot in line at the Apple Store. We also managed and implemented interviews with Lucy via the telepresence robot on site at the Apple store.

THE RESULTS

The story was covered in 4,000 stories, across digital, print and TV – including The Australian, Gizmodo, BRW, Seven News, Nine News, The AFR, and Mashable. Globally, it translated into 32 languages, reaching 123 million people in total, with an average frequency of 7. Estimated media value $73.2 million.

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The stunt sparked 12,452 enquiries generated in 72 hours for Atomic212 – equal to $44,777,392 in sales opportunities. The Double robot was the first out of the Apple Store, and the first robot to ever buy an
iPhone 6s ever!