Double Robotics: Lucy the Robot

This case study explores Double Robotics' news-grabbing stunt to launch robotics into the Australasian market, while bolstering their name in the US and UK.

Double Robotics: Lucy the Robot

Executive Summary

Double Robotics created a telepresence robot with the desire to push the device into the Australian market. Atomic conceptualised 'Lucy the Robot'. A humanoid robot was positioned in the line for the global release of the iPhone 6s outside the Sydney CBD Apple store. On the other end of the device was Lucy Kelly. We took the global hype surrounding the iPhone launch, combined it with some cool new technology, added a human element - it was a recipe for success. Internationally, the stunt generated 12,452 enquiries in 72 hours ($44m in sales...

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