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Our campaign revolved around a 3:30 short film that follows Dwayne “The Rock” Johnson, as he sets out to up his productivity with a little help from Siri. The campaign was mobile-first. The film was launched on iPhone with a custom Siri prompt that triggered the film to play when you asked Siri, “What are you and the Rock up to?” The film was also accompanied by additional digital and social content. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.

Tens of millions of iPhone owners tried the custom Siri command, driving to over 217 million views of the film through mobile devices. The long form film became one of the most watched ads of 2017 without ever running on TV. The campaign led to a 12-month high in interest around Siri and a higher likelihood for people to describe Siri positively. Most important, the campaign drove an average of 185 million new Siri requests per week—and people kept using Siri, even after the campaign ended, which goes to show that “Dominate the Day” didn’t just cut through the clutter, it drove behavior.

Siri can make anyone more productive. And to prove it, we paired Siri with Dwayne “The Rock” Johnson, the world’s busiest actor/producer/wrestler/entrepreneur for the busiest day in history. In our centerpiece short film, The Rock uses Siri to propel himself to even greater heights of absurd productivity. "Dominate the Day" was the first film launched through a custom Siri command that triggered the film to play on your iPhone. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.

In 2011, Apple launched Siri-- the world’s first widely available voice assistant. Six years later, in 2017, the voice-assistant category had become one of the hottest battlegrounds in tech. Over time, consumers began to think of Siri for her personality (e.g., sarcastic and irreverent answers to questions like, “Will you go on a date with me?”) rather than what it actually does best: making iPhone owners more productive.