In Aura’s spot titled "What Are the Odds?," Robert Downey Jr. delves into the reality of being affected by online crime, as compared to other far less likely occurrences that have established themselves as instinctual fears, such as being in a plane crash or routine surgery.
As VP of Creative at Aura, I partnered with the agency Arnold Worldwide (a Havas Creative Group Company) in the development of the spot, from scripting to edit. It ran as a :60 online and in :30 and :15 cuts on linear and CTV.
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The Challenge
Drive awareness of the Aura brand via video spot to run on linear/CTV, paid, and organic.
The Tactic
Leverage Aura’s partnership with Robert Downey Jr., leaning in to his established bonafides as a comedic performer, while balancing the serious nature and real-life consequences of online crime.
The Result
TV spots ran nationally, resulting in a major brand moment for Aura. Led to an aided-awareness lift of 30%, a branded search increase of 81%, and a product enrollment increase of 66%. Organic media coverage on Good Morning America, NBC News, The Wall Street Journal, AdAge, Forbes, Fast Company, Adweek.
Campaign extension: Red Sox Partnership
To launch Aura’s partnership with the Boston Red Sox, we again leveraged Robert Downey Jr. in a continuation of the “What Are the Odds?” campaign, this time focusing on your odds at the ball game.
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Role: VP of Creative
Client: Aura