Webby Award Winner R/GA Chicago Talks Cosmopolitan Canvas Ad, Future of Chatbots

Sarah Steimer
AMA Podcast
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Key Takeaways

What? R/GA Chicago won a People's Voice Webby Award for the "Just the Right Amount of Wrong" canvas ad.

So what? The ad was an interactive look at some of The Cosmopolitan Las Vegas' high-fashion images, and that same appeal has been used in a new chatbot for the hotel.

Now what? Marketers should consider interactive options to engage customers before, during and after their experience with a brand.

May 10, 2017

R/GA Chicago was among the 2017 winners of Webby Awards, which The New York Times has called “the internet’s highest honor”


The agency won a Webby People’s Voice Award in the category of mobile campaigns for its work on the “Just the Right Amount of Wrong” canvas ad, created for The Cosmopolitan of Las Vegas

The ad is an interactive group of photos that viewers are invited to explore, featuring the Cosmopolitan’s signature high-fashion aesthetic.

The Answers in Action podcast spoke with R/GA Chicago’s Matt Marcus, executive creative director who worked on the ad. He discussed what worked so well with this canvas ad, but also clued us in on the Cosmopolitan’s chatbot named Rose, who can do anything from give a restaurant recommendation to provide an art tour in the hotel. 

Marcus thinks we can expect brands to experiment with more of these sophisticated bots in the future, among other advances in artificial intelligence to boost the customer experience.

In just four weeks, the canvas ad reached 3.5 million users. Viewers spent an average of 29 seconds exploring the ad, and almost half (46%) watched to completion. More than 200 reservations were made during the four-week buy.


A photo from the "Just the Right Amount of Wrong" canvas ad.

 

Listen to the podcast conversation with Matt Marcus below.

 

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Author Bio:

 
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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