Home Awards Meet Atomic 212 Group, Anthill 2015 Cool Company Awards Finalist

Meet Atomic 212 Group, Anthill 2015 Cool Company Awards Finalist

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A selfie with "Lucy the Robot"

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What are the Anthill Cool Company Awards?

The Cool Company Awards were launched in 2006 as a way for Anthill to acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. Cool Companies stay one step ahead of the rest. They breed leaders who are rule-makers and rule-breakers. They are trend-setters in attitude and action. Quite simply, they are … cool! More.

Atomic 212 Group [Finalist, Innovation Award]

Company: Atomic 212 Group
Website: atomic212.com.au/
State: NSW
Category: Innovation

Atomic 212 Group’s three partners – Jason Dooris, James Dixon, and Barry O’Brien – came together to mix old school relationship sensibilities with new school marketing strategy.

What started as a performance media buying and a data-driven search specialist transformed into a company offering a full range of services across all media.

The group is the only full service media agency in Australia to have started out as a search marketing and performance media business, and performance remains at its core.

But that’s not why this company was shortlisted for the Anthill 2015 Cool Company ‘Innovation’ Award.

While marketers are usually lousy when it comes to promoting their own endeavours (like, cobblers have the worst shoes), this super savvy setup was the brain-child of ‘Lucy the Robot’.

“We needed to be in two places at once,” an Atomic representative explained to Anthill. “The innovation team developed the concept of using robots that could be controlled via apps to move freely within each office, connected when required and creating a personal presence in each environment. We called it the Lucy program. Six robots were programmed by our technology teams in Sydney and Melbourne.”

And what happened next?

“We sent a robot to line up for the new iPhone 6S, so that she could carry on with her daily tasks and work duties.”

Over the following weeks, over 1,000 stories about Lucy were published or broadcast. The event was translated into 31 different languages, aired across 63 TV networks, 210 radio stations, 190 newspapers and 1.77 million websites. It reached over 123 million people across the globe. And triggered 12,000 new business enquiries.

This innovation was, by definition, truly ‘remarkable’.

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