Cannes Lions

MATTESSONS FRIDGE RAIDERS

SAATCHI & SAATCHI, London / KERRY FOODS / 2015

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Overview

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Credits

Overview

Description

As gamers love the latest tech, we decided to create something straight from a futuristic game… a real robot! But not just any robot, the world’s first Artificially Intelligent snacking and gaming robot, F.R.H.A.N.K, which gamers can teach, control and develop.

Individuals can converse with F.R.H.A.N.K’s A.I via our microsite, with prompts to update his brain to help him learn new words and phrases. This new data is downloaded to his physical brain every 24 hours, updating his knowledge database and turning a cold robotic machine into the ultimate gaming companion.

Once F.R.H.A.N.K’s intelligence was advanced enough from user contributions, fans could win the chance to game with him through an on-pack promotion that really engaged the social community we had built; whilst driving trial and repeat purchase of Fridge Raiders.

Execution

Success was measured by the number of submissions into FRHANK's intelligence database, which now stands at 496,401 words and phrases submitted, more than the collective works of Shakespeare! Sales of Fridge Raiders saw a 20% uplift in sales too, as an on-pack competition to win a gaming day with FRHANK received more entries in the first 2 weeks than last years 6 week on-pack promotion. Over 200 years of FRHANK content has been watched, and UK gamers have embraced Fridge Raiders into their community, as their ultimate snack of choice.

Data was also central to the success of the campaign. To make FRHANK part of the community, gamers needed to make him one of them. They did this directly through the various forms of data that they submitted via the microsite (phrases, emotions, gestures). This data shaped, evolved and inspired the robot’s personality, turning him from a cold robotic machine, into the ultimate snacking and gaming companion, filled with all the relevant gaming banter, slang and responses used by our community. Data essentially shaped the robot's personality, so he could interact with them and the wider public in funnier and more creative ways.

Outcome

Over 7 months, we have turned a robot into the ultimate snacking and gaming companion, loved by UK gamers.

So far, F.R.H.A.N.K. has trended worldwide on twitter, its content has had over 12.6m views; equivalent to 245 years of watched content. Frhank.com has had 3.9m page views from nearly 700k unique visitors. The audience has also engaged with the content deeply: leaving 73k YouTube comments and creating over 100 videos about F.R.H.A.N.K. More importantly, users have submitted over 496,401 words and phrases into F.R.H.A.N.K.’s intelligence (that’s nearly the whole works of Shakespeare!), turning him from a cold robot into the Terminator of snacking and gaming. One fan even tried to buy him for £4m!

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