At Midnight Oil, asthe Senior Art Director,
I delegated and managed several creative resources as I oversaw the creative account on SoftBank Robotics for Pepper the Robot on a 360 creative campaign, which includes print, web, social, email, trade shows, internal marketing materials, photoshoots, and POP displays while working directly with the creative director, project management team, lead copywriters, print production teams, programmers and the account team.
It Was Our Job toIntroduce Pepper to America.
Introducing the Future
In 2014, Pepper the Robot was launched in Japan by SoftBank Robotics and marketed directly to a B2C target market. The Japanese public embraced and adopted Pepper in their lives.
With so much success in 2015, SoftBank Robotics figured it was time to bring Pepper the Robot to the United States using the same B2C brand strategy marketing plan that was used in Japan.
Guess what? It failed. In 2016, SoftBank Robotics hired Midnight Oil Agency in Burbank, California to re-brand Pepper the Robot for the US Market.
Social Media
Impressions
Average Increase
in Foot Traffic
Interactions
Per Day
Increase in
Website Conversion
Estimated YOY
Media Impressions
After Doing Our Market Research
We realized that over 68% of Americans hated the idea of a Robot coming in and potentially stealing their jobs. That’s when we decided, the long-term objective for Pepper should be a B2B Brand Marketing Strategy plan.
Partnership with
Social Media
Impressions
Customer
Satisfaction
Surveys Run
Each Week
Customers Directed
To Stores
The Challenge
Westfield Corporation, one of the world’s largest operators of flagship retail and entertainment destinations, needed a new and innovative way to elevate the shopping experience for their guests.
The Solution
By engaging shoppers in a friendly way and providing them with directions to stores, restrooms, and restaurants, Pepper allowed Westfield’s concierge team to focus on more important tasks. Pepper also collected invaluable customer feedback, entertained the customers with games, and dances, and charmed the guests day in and day out.
The Results
Pepper delivered on Westfield’s need to elevate the shopping experience for its guests by attracting and guiding over 10,000 customers to their destination.
Ninety-five percent of those customers responded that they found Pepper helpful. Most importantly, Pepper delivered on Westfield’s desire for valuable customer feedback by collecting over 100 surveys each week.
This helps Westfield enhance their customer experience and increase customer retention.
For the Toughest
Audience ImaginableDigital, Social Media,
and Video Production
At Midnight Oil, as the Senior Art Director, I delegated and managed several creative resources as I oversaw the creative account on SoftBank Robotics for Pepper the Robot on a 360 creative campaign. The 360 creative campaign included print, web, social, email, trade shows, internal marketing materials, photoshoots, and POP displays, all while working directly with the creative director, lead copywriter, print production, programmers and account team.
My Responsibilities
• Oversaw, art directed, concept, managed and designed for the complete 360 creative campaign account. Includes print, web, social, email, trade shows, internal marketing materials, photoshoots and POP displays.
• Delegated and managed several creative resources.
• Worked directly with the creative director, lead copywriter, print production, internal programmers, account team.
• Produced comps/betas/storyboards for client presentations.
• Applied designs to POP trade show displays.
• Worked directly with Pepper the Robot and her AI functionality
In doing so we have managed to land a few partnerships, including Westfield Malls, b8ta stores and Sprint for all of their business clients and retail customers. Using human emotions and behaviors, market research, brand strategy and the true consumer need for Pepper, we managed to save SoftBank Robotics for the US Market. Nailed it!
Project Details
- CLIENT: SoftBank Robotics
- ACCOUNT: Pepper The Robot
- START/END DATE: Feb 2017–Sept 2017
- PLATFORM: 360 Creative Campaign
Pepper Partnerships
