Every year, we’re challenged to demonstrate EE’s superior mobile network live on the BAFTA’s red carpet. In 2019, we were challenged to demonstrate the power of 5G – and connect fashionable fans to the experience. We decided to bring red carpet looks to fashion loving fans via the world's first 5G AI stylist.
We used 5G to bring CGI supermodel Shudu to the red carpet live via hologram — and then used AI technology to bring affordable red carpet looks to fans via Instagram Stories.
Using state of the art holographic technology powered by 5G, Shudu was brought to life on the red carpet, capturing the stars’ styles using the Google Pixel 3 handset to help those at home shop the looks.
Film and fashion fans could chat with Shudu online live throughout the night through @ee Instagram Stories to learn what the stars were wearing, discuss their personal style, and browse affordable versions of the red-carpet outfits.
EE BAFTA red carpet host Laura Whitmore introduced Shudu to the stars, and the official EE BAFTA red carpet show was streamed live on BAFTA’s Facebook and Twitter channels.
The campaign resulted in 948 pieces of national coverage, a total reach of 395,282,373, and 3.7M views of influencer stories. On top of this, 25K people swiped up to shop the look, 25+ star styles were scanned on the red carpet and 600K viewed our network coverage messaging.