Double Robotics created a telepresence mobile device and wanted to generate global buzz. Relevance and entertainment drive fanaticism, so we set about finding a fanatical global event to leverage. We knew the robot needed personality to drive media generated content. We placed a robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. On the other end of the device was Lucy Kelly, who could control the robot from the comfort of her home and office. We took the global hype surrounding the iPhone launch, combined it with some cool new technology, then added a human element – it was a recipe for success. The campaign was covered in several thousand stories; globally it reached 100m people. For minimal spend, we generated $44m in sales opportunities. The first iPhone 6s sold to consumers was bought by a robot.