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So Easy A Dog Could Do It

Date

October 2020

Project type

Brand Awareness & Tech Explainer

Campaign Case Study

Role

Product Marketing Lead & In-House Video Editor

Exyn was preparing to announce their software stack, ExynAI, had just achieved a higher level of aerial autonomy than anyone previously - Autonomy Level 4. This meant their robots were able to explore a 3D volume without a pilot in-the-loop, a world first.

But there was one major problem: this was a complex technology with a high barrier to entry. How do we translate this into a compelling story for media and the general public? How do we introduce a new industry model defining aerial autonomy while not appearing entirely self-promotion?

The marketing team created a series of goals in a multi-step campaign to drive awareness. And to ensure our Levels of Aerial Autonomy model wasn’t dismissed as marketing propaganda, we designed them around the broadly accepted models of driverless autonomy from SAE. And created an explainer video to cover robotic autonomy in 60 seconds.

Thanks to a heavily researched white paper and goofy dog-themed tech video, the Autonomy Level 4 campaign was broadly covered across mainstream and niche tech publications. We hired an outside videographer to shoot & edit the Kody video, I researched and wrote the whitepaper, designed the AL4 video in-house, and promoted our new Chief Dog Officer on social to drive more awareness after the video launched.

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