We are always on the lookout for great marketing and tech that brings a fresh, smart, creative take to market. Stay inspired, so you don’t have to get inspired, right?
One of our new favourite campaigns right now marries smart AI technology with creative marketing for a fresh solution to a growing global problem.
Meet Daisy, the scam-fighting, AI-generated Granny and the new Head of Scammer Relations at Virgin Media O2. She’s a highly trained model designed to help ‘swerve the scammers’ just by keeping them on the line and derailing any hopes of a successful scam.
THIS is how AI should be used in marketing.
It’s smart, it’s flashy, and it’s definitely funny. But most importantly, it’s useful.
In a recent study, O2 found that one in five Brits are experiencing a fraud attempt every single week and “71% of Brits would like to get their own back against scammers that have tried to trick them or their loved ones.” Not too surprising. But O2 went a little deeper and found that most Brits (53%) also value their time and don’t want to waste it baiting scammers themselves. Bingo!
By finding this intersection of pain points, O2 spotted a unique opportunity to help solve a seemingly unsolvable problem. The O2 team didn’t create a flashy new AI avatar for the sake of just showing that they could. They dug in.
They did the research.
They listened to their customers.
And then they heard between the lines of what their customers were saying to uncover what they truly needed – and where O2 could be of most value.
For a lot of people, Daisy will help take a huge pain and pile of worry off the shoulders of a lot of Brits. That has meaning and substance – and that’s what good marketing (and good AI) should do: create positive, relevant impact for us.
In this case, that just happens to be a lovely little granny keeping scammers busy with stories of her sweet, fictional cat Fluffy.
