Best Use of Experimental Tech

This award recognises campaigns that have used experimental technology to deliver great brand engagement. In particular, judges were looking for an application of technology that is genuinely innovative, even if the technology itself is not being used for the first time.

Best Use of Experimental Tech

MullenLowe MENA

As children spent even more time playing video games during the pandemic, reports of online sexual abuse began to increase significantly. So Interpublic agency MullenLowe sought to create a tech solution to start a conversation abuot how to better protect young people online.
Fuelled by the insight that one of the easiest ways that predators can target young victims is by their voice, MullenLowe made a small tweak to gaming headsets that makes children sound much older.
The six-month campaign began by designing and producing 100 devices that were fitted with voice modifiers that made children sound like adults when speaking into them. After a test phase, the ProtectSet was distributed to dozens of gaming influencers, YouTubers and media outlets.
Within 15 days, the initiative already gathered 800 million impressions, $10m in earned media, over 2,000 media clippings and 900 cumulative TV broadcasts worldwide. Not bad for a campaign that had no media budget.


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