AiMEN
Canal+
Issue 43 | June 2017
Agency
BETC
Creative Team
Executive Creative Director Stephane Xiberras Creative Directors Benjamin Le Breton, Arnaud Assouline Art Director Julien Vergne Copywriter Alexandre Girod
Production Team
Lead Producer Bao Tu NGoc Assistant Producer Josselin Bondoin Head Of Activation Strategy Julien Leveque Production Company Make Me Pulse
Other Credits
Client Audrey Brugere, Jordane de Villaret, Christopher Marchand Agency Managers Guillaume Espinet, Elsa Magadoux, Alexis Delwasse, Peter Feurmour
Date
February 2017
Background
'The Young Pope' was a new series from CANAL+ starring Jude Law as a pontiff with a difference. He smoked, he was seductive, he had attitude. He was the sort of guy who might even troll you on Twitter.
The task was to draw in audiences for the new show.
Idea
AiMEN was created in partnership with IBM Watson and was an online tool that put the young pope in touch with the public in real-time, responding to the comments they posted on Facebook, Twitter, Instagram and Dailymotion.
The pope-bot became increasingly relevant as it learned to understand the emotional context of conversations, automatically finding the appropriate Biblical quotations to use.
Results
4 million people reached.
1 million published answers.
39,000 verses from the Bible learned by AiMEN.
Our Thoughts
AI is shaping up to transform how we live and work as well as how we interact with brands. Will robots take over the world? I don't know. But they are making a big difference to advertising already. It's a bot that searches Twitter and other social media to find comments that could be relevant to the new TV show. And it's a bot that searches through all the available Biblical quotations to send a suitable comment. But it was a human who came up with the idea in the first instance and who saw how technology could help grab attention, start conversations and rustle up an audience. Phewf. We're safe for the time being.