AI JOBS FAIR OF THE FUTURE ENGAGES STUDENTS
THE HEAD SCRATCHER
Amazon’s Alexa Young Innovator Challenge is a coding competition which invites secondary school students to explore the potential of Artificial Intelligence (AI) and be in with the chance of winning some amazing prizes. But our research showed 47% of our 13-18 year old audience didn’t understand AI-related jobs. How could we raise awareness and drive entries for something they didn’t really ‘get’?
THE IDEA
We needed to shine a light on the exciting future of AI-related jobs, to get our audience engaged with the competition and see Amazon as an empowering ally to their ambition.
So we partnered with futurologist Dr. Ian Pearson, to showcase 10 innovative AI and computer science jobs, from metaverse architect to paramedic drone programmer and tech fashion designer. And then we visualised them with cool illustrations and packaged them up for the media and social with stats proving not only the potential of AI-related jobs but the need for more knowledge around them.
To launch the competition and amplify our campaign messages in an exciting, engaging way, we held the Jobs Fair of the Future at Amazon’s headquarters in London and brought the jobs to life allowing young people to fly drones, play against an AI goal keeper and listen and record their very own Alexa style content. To surprise the over 100 young people that attended the event we enlisted the help of Youtuber and Sidemen star Tobi Brown. Boasting almost 9 million followers across YouTube and Instagram to say the guests were surprised and delighted by him attending was an understatement.
Pre and post event content and social media seeding helped drive even more engagement and conversation. As did appointing celebrity judges for the Challenge, including Tobi, TV presenter and STEM education advocate Carol Vorderman and computer scientist and entrepreneur Professor Sue Black.
THE RESULTS
73 Pieces of coverage to date
5 Nationals
1 Broadcast piece with Bloomberg TV
49 Regional Pieces of Coverage
71% Inclusion of Alexa Young Innovator Challenge
71% inclusion of spokesperson quote (Amazon / Talent)
67% inclusion of challenge link
100% positive sentiment