He has more margin of movement than his rivals and has detected an easy victim to make noise. Perplexitythe search engine based on artificial intelligence which offers cured responses, has just launched a great Advertising campaignand has done so facing competition and taking advantage of a cultural trend, in the same execution.
Perplexity has used its own algorithm to generate ideas and concepts of the spot
Internally designed in collaboration with the Creative Agency Sandwichthe new platform campaign resorts to the star of “The game of the squid”, Lee Jung-Jaeto throw a poisoned dart to Google and his AI overViews. The centerpiece of the strategy is a 90 “spot where the actor is shown facing a challenge inspired by the Netflix series.
To overcome it, Jung-Jae USA perplexity to the detriment of “Poogle”, In clear reference to the Mountain View company. The star is locked in a room and is answering the questions that appear on a television. First try to use Google before the issue “How do you clean coffee spots on a white shirt?”And seeing that he only obtains links, passes to perplexity, which Respond in agility.
The most explicit moment comes in the next scene, where the actor answers the question “How do I make cheese stick to pizza?”Perplexity’s response is not only correct, but also refers to a controversy arising last year by the recommendation that gave him overviews before that same Prompt: “The glue that is not toxic will work”, Replied the algorithm.
This campaign is the beginning of the one -year agreement to which it has reached Perplexity with artists Unitedthe Jung-Jae representation agency. Collaboration implies the use of its image for future actions, as well as the integration of the AI platform itself in the agency’s workflows.
“It is a very important advertising contract for us”, Explains in Adweek Dmitry Shevelenko, Commercial Director of Perplexity. The platform plans go to use the Korean star in future campaigns that will delve into the resolution value of AI to overcome day -to -day challenges.
As for the newly released spot, its Media strategy It goes through the initial broadcast on television within the United States, and from there start distributing it both to Korea and Japan and Europe. This multimergy diffusion will also include Amazon Prime, Twitch, Tubi, Disney Plus and Hulu, and will mean the adaptation of the footage to different languages.
The campaign will also be complemented with different activations paid on social networks under a strategy by Universal McCann. All this measuring the deadlines to take advantage of the premiere of the third season of “The squid game” that the next June.
Perplexity is positioned from bravery
Without an extensive advertising trajectory and with a communication style that still seeks anchors, perplexity is knowing how to position itself as the Great alternative of artificial intelligence. Last February, the platform of Aravind Srinivas He evidenced this disruptive posture by avoiding the billionaires advertising spaces of the Super Bowl final.
Faced with Google’s aspirational announcement to promote his pixel 8, and the creative spot of Open AI to place ChatgPT as one of humanity’s great inventions, Perplexity chose to publish a simple tweet. It was Srinivas himself who turned on the fuse of viralization from his personal profile.
The platform encouraged users to download their application and ask five questions to participate in the draw of one million dollars. “Ask as a millionaire”, Said the CEO. It was enough to enter perplexity, click on the link of the thread contest to the original tweet, and carry out the said issues between 15:00 and 19:30 Est; The exact period in which the party passed.
The winner, who had to be chosen at the following time after the end of the raffle, has not yet been made public. But the platform does have in your hands the Action results. According to Appfigures, the downloads that day amounted to 45.00o, compared to 30,000 of the rest of the week. Perplexity reached sixth place in the productivity category of the App Store, and 49 in the general ranking.
With this initiative, the AI platform not only managed to generate noise at a small cost, but also encouraged a natural interaction with its application and managed to position itself within the framework of the Superbowl.
