Algida used Whatsapp, ChatGPT, and Midjourney to create its own proprietary AI "painter" that rendered images of "happiness", and distributed discount codes for ice cream to participating Turks.
Objective
This year, when it was difficult to share joy after a disastrous earthquake, Algida felt that the definition of happiness had to be redefined. That's why, in celebration of World Ice Cream Day, the brand decided to create a personalized campaign inviting Turks to share their unique definitions of happiness.
At the same time, Algida aimed to emphasize both the emotional and functional benefits of its brand in a campaign to attract the attention of young people. In short, the campaign's objective was to increase both brand image scores and unit sales in a very short period of time.
Context
World Ice Cream Day was the perfect opportunity to create a project that could make a global impact, redefine standards, and fit with the habits of young consumers. Thus, for World Ice Cream Day, Algida invited consumers to send a message on WhatsApp describing their happiest moment. These messages were then transformed into AI generated images illustrating the moment.
Target Audience
Algida's target audience primarily consists of generation Z and young adults. It is a group that is active on social media, open to technology and AI applications, and is attracted to interactive and engaging branded content.
Creative and Media Strategy
AI tools are an innovative way of expressing abstract and concrete concepts. To draw the picture of happiness, Algida combined married social media with AI tools. The brand further amplified the campaign via billboards.
Inspired by Turkish poet Nazım Hikmet, famously asking painter Abidin Dino, "Can you draw a picture of happiness for me, Abidin?", Algida launched A.I.Bidin, an AI driven "painter", for World Ice Cream Day.
The brand invited social media users to describe happy moments and share it via WhatsApp. A.I.Bidin shared the messages with ChatGPT which translated them to English. Then ChatGPT converted this translation into suitable Midjourney prompts and finally delivered an AI generated image to users via WhatsApp along with a discount code for ice cream at retailer MIGROS.
Algida then analyzed its prompt data and created a "map of happiness" for Turkey and segmented the data into various categories, such as: health, love, family, and ice cream. Then the brand created a two-sided billboard featuring the "Happiness Map of Turkey" in Zorlu Brand Tunnel.
Algida wanted to emphasize the two things that come to mind on World Ice Cream Day: ice cream and the happiness that comes with it. Thus, the brand devised a campaign that would strengthen its brand perception, increase its penetration, and attract the attention of young people. What's more, the brand did this precisely at a time when Turks needed to remember happiness the most.
Algida's campaign broke a user-generated-content (UGC) and sampling record with an online-offline integrated, data-driven AI campaign by leveraging social media channels, AI tools a big retailer — MİGROS.
Algida's "Can You Draw the Picture of Happiness?" campaign achieved record-breaking success, becoming the most highly-participated AI-supported campaign in the world to date. Campaign results included:
