Cannes Lions

Make Your Wish

WUNDERMAN THOMPSON, New York / MICROSOFT / 2019

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Supporting Content
Case Film

Overview

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Credits

Overview

Background

People worldwide have prejudices against artificial intelligence (AI). As a Pioneer of AI, Microsoft wants to highlight its positive potential. And prove that it is a powerful tool to help solve complex problems. By doing so , Microsoft wants to outpace its competition and for the first time ever be the perceived leader in digital transformation and artificial intelligence.

Idea

Microsoft launched «Make your wish»: The first initiative that puts the power of Artificial Intelligence into the hands of the people. As a first step, a platform was built where people shared their own vision on how AI could help to improve our lives. Then, Microsoft invited tech partners to also engage in the initiative. The developers now teamed up with the visionaries, discussed the options and developed an action plan. As a final step, bespoke AI solutions were created to make as many individual visions come true as possible. Each one of them creating PR and content for Microsoft.

Strategy

As research showed, the prejudices against artificial intelligence are mainly grounded on two things: On the one hand, media coverage about artificial intelligence is often skeptical and focusing on its risks. On the other hand, everyday people lack the opportunity to decide what AI should be used for. Therefore, positive content about AI was needed – and a creative idea that lets people experience the positive potential of AI by themselves.

Execution

The initiative was launched with a banner campaign, pr, social media and a tv tag-on, each of them linking to the website. It started by the end of 2018 and is still running. After being launched in Germany, the initiative quickly spread all over the globe with a strong emphasis on the Middle East, Africa and India.

Outcome

For the first time ever, Microsoft ranks No 1 as perceived leader in Digital Transformation and AI.

(Prompted Study by Gfk, Germany’s largest research institut)

Microsoft proved that AI is able to change our lives for the better. And showed that it is on all of us to develop visions for it to do so.

With the initiative spreading from Germany all over the globe, Microsoft counters negative media coverage with positive, tangible cases that broadcast the positive potential of Artificial Intelligence.

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