Aussie security provider launches first-ever brand campaign, uses AI as creative partner
Intergrated security provider Certis Australia has launched its first-ever Australian brand campaign, unveiling a bold vision on how the future looks.
The catch? Its creative partner was generative AI.
The campaign, ‘WIRED’, acknowledges the increasing need for Aussie businesses to use technology-powered operational solutions, and pivots Certis away from a traditional provider, to one that now offers a full-range of operations technology.
“‘WIRED’ represents our ambition to be recognised as a leading integrated solutions provider in the operations sphere,” said Tom Mander, head of sales, marketing and communications at Certis Australia.
“As a fast-evolving company, this campaign showcases our expertise and experience in delivering innovative and cost-effective technology-led operations solutions tailored to meet our customer’s needs. ‘WIRED’ defines the narrative and vision of our current and future aspirations.”
Certis used AI to emphasise how new technologies can be innovatively leveraged to enhance brands and their capabilities.
“As Certis continues to deliver industry leading integrated technology solutions – bringing physical operations services into a greatly advanced AI, data-driven sphere – we have similarly reflected and extended this synergy to the campaign’s creative process where AI was utilised at the ideation stage as well as co-generated the final creative assets,” Mander continued.
The brand had to go through several rounds of fine-tuning the creative, ensuring the right human prompts were given to generative AI to achieve the desired visual outcomes. The team said it had to learn how to work alongside the AI, to make sure the visuals were suitable, relevant and engaging for local audiences.
“A key learning for our marketing team through this experience was that if we wanted to work efficiently with AI, like how other parts of the business are upskilled in new technologies, we too as marketers need to acquire the right capabilities and expertise for the creation of better campaign tools such as messages, copy and imagery,” Mander said.
“We look forward to seeing the results and hearing feedback on ‘WIRED’ as we progress in the market.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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