• Situation : Image recognition tech has an image problem. The only platform it gets - is in the trade press - which uses very tech heavy language and alienates potential customers.

• Brief : Break out of the trade press by using our capabilities in a relevant and interesting way.

• Objectives : Reach potential customers by becoming the news.

We wanted to escape the trade press and put ourselves in the shop window of potential customers who don’t engage with the over-technical and elitist trade press. We did so through storytelling. We wanted people to experience our tech in a way that was relatable. So we decided to use it to solve a 50 year old cold case as a way of telling our brand story in the mainstream news.

Our strategy was simple. If we wanted to break out of the trade press - we would have to become the news. To do this we would need to demonstrate our capabilities in the imagination grabbing way. So we decided to try and solve one of the most famous cold cases in history - and by doing so we would break into the mainstream news - that’s where our potential customers were.

• Implementation : We launched the idea using media relations. Pr and earned media.

• Placement: The was an old school PR campaign they caught fire by catching the imagination of the mainstream news.

• Scale : 60,000,000 experienced our story.

• Brand relevance : We used the brand’s own technology to solve the mystery.

• Touch points : A mix of trade relations, PR, earned media. Mainstream news did the rest.

• Materials, style elements, design choices N/A

• Methods and process : First, we applied Deep Face Recognition analysis using the data points unique to each prisoners’ face.

Breakthrough technology was then used to CG face build from a 2D image.

Next, using a unique convolutional neural network - hundreds of thousands of facial data points were fed into our algorithm to enable artificial intelligence to learn how to differentiate one person's unique facial data points from another’s.

• Timeline - We launched Jan 20 2020

Identv has been inundated with requests for projects and to solve new mysteries and we are talking to Facebook about using this technology to find missing children through social media.

Over 60,000,000 heard our brand’s story.

We went from 37 to over 300k company searches in week 1