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What's This AI Robot Doing in YouTuber Ali-A's Garden?

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Saatchi London & Mattessons taps gamers to bring F.R.H.A.N.K the robot to life

What's This AI Robot Doing in YouTuber Ali-A's Garden?

Mattessons Fridge Raiders has launched F.R.H.A.N.K, the world’s first robot whose artificially intelligent personality will be co-created with the UK gaming community.

As part of the brand’s ongoing association with gamers – which includes the IPA Effectiveness award winning MMM3000 campaign -  Kerry Foods-owned Mattessons and Saatchi & Saatchi have partnered with celebrity YouTube gamer Ali A (4.7 million subscribers) to ensure credibility with this notoriously hard-to-engage audience.

Ali will unveil the robot to his audience through a series of specially commissioned videos, and will then enlist them to help him build its personality and design over the coming months.

F.R.H.A.N.K was delivered to Ali A in a 2m³ locked LED cube containing a code which was cracked with the help of his audience last week. Over the coming months, Ali will work with his community to nurture F.R.H.A.N.K (which stands for Fridge Raiders Hunger Automated Kit) into the ultimate snacking and gaming buddy.

Kerry Foods, with Saatchi & Saatchi worked with technology partners Weir & Wong, Robosavvy and Hirsch & Mann to develop the robot for the campaign, which also includes sponsorship of Endemol’s ‘Legends of Gaming’, an online gaming show presented by Ali A.

F.R.H.A.N.K follows the success of Mattessons’ MMM3000, the world’s first snacking helmet co-created by a social community. The campaign’s films were viewed over 3.2m times on YouTube and more than 15,000 ideas were submitted for the co-creation competition. The campaign achieved a 20% uplift in sales.

Charlotte Kerr, Brand Manager, Mattessons says “The brief for the campaign was to engage teenagers to affirm Fridge Raiders as the ultimate power up for hungry gamers. F.R.H.A.N.K has captured our imagination and we’re convinced he’ll capture the hearts and minds of our audience too”

Andy Jex and Rob Potts, executive creative partners, Saatchi & Saatchi London say: “We've left an Ai robot baby in the custody of a 20 year old and all his gamer mates. They've got 6 months to nurture him into a fully grown-up gaming Terminator.”

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Advertiser: Mattessons Fridge Raiders

Media Agency

Media Agency: Vizeum

Planner: Camilla Cottrell

Production Company

Director: Ali-A

Production Company: Halo (to build Cube and SFX)

Production Designer: Weir + Wong, Robbosavvy, Hirsch & Mann


Editor: Ali-A

Creative Agency

Creative Agency: Saatchi & Saatchi London

Art Director: Rob Watts

Copywriter: Will John

Executive Creative Director: Andy Jex, Rob Potts

Planner: Raquel Chicourel, Enni-Kukka Tuomala

Producer: Lindsey Stopp, Thomas Done

Genres: Comedy

Categories: Convenience, Food

Saatchi & Saatchi London, Tue, 28 Oct 2014 09:36:05 GMT