Welcome to Creating the Impossible Ad, a series covering the Google AI Lighthouse program, which challenges agencies to make an impossible ad campaign with the help of Google AI. Here, we talk to digital-first marketing and technology services provider Monks about its personalization-driven campaign for sleep wellness company Hatch.
Fundamentally, great marketing has always been about finding the right audience and connecting them with the right message. Identifying new ad audiences can be difficult, but having unlimited time to interview and understand multiple new audiences? Impossible.
Or it used to be, until digital-first marketing and technology services provider Monks used Google AI in their newest campaign for sleep wellness company Hatch. Enlisting Gemini to role-play customer personas, the team developed “The Everything Machine,” a personalized campaign about achieving better sleep, and delivered the kind of results marketers dream of.
Monks presented the campaign at the Cannes International Festival for Creativity as …