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We're excited to share a piece of news that underscores our commitment to innovation and creativity in the world of B2B marketing. 

Huble's collaborative campaign with GfK, "Human vs AI," has been shortlisted for the prestigious B2B Marketing Awards in the "Best Use of AI'' category. 

As part system integrator, part consultant, and part agency, this award showcases our capabilities as an agency and is a testament to our dedication to pushing boundaries and creating impactful campaigns that redefine the possibilities of B2B marketing.

Read on to learn more about the campaign and the awards, or read the full case study for all the details.

Celebrating creativity and excellence

The B2B Marketing Awards stand as a global hallmark of excellence, celebrating creativity, and commercial effectiveness in the B2B arena. 

These awards shine a spotlight on trailblazers who are setting new benchmarks, raising the bar, and dispelling any misconceptions that B2B marketing can't be as innovative and imaginative as its B2C counterpart. 

It's a platform that recognizes the industry's high fliers and showcases their remarkable achievements.

Navigating the judging process

What adds even more prestige to this recognition is the rigorous and transparent two-stage judging process employed by the B2B Marketing Awards. 

The panel of judges consists of seasoned B2B marketing veterans and industry experts who bring their diverse range of in-depth marketing knowledge to the evaluation process. 

This means that being shortlisted is a validation of our campaign's excellence and innovation by those who truly understand the nuances and challenges of B2B marketing.

GfK: pioneering AI integration in market research

Before we delve into the details of the campaign, let's take a look at GfK, Germany's largest market research company with a history spanning over 85 years. 

Founded in 1934 and headquartered in Nuremberg, GfK has amassed a reputation for offering invaluable support in critical decision-making processes for clients worldwide. Their expertise lies in consumer insights, market research, brands, and media, all backed by advanced AI capabilities.

The synergy of data insights and AI integration has revolutionized access to real-time information, empowering actionable recommendations that drive marketing performance, sales insights, and business growth. 

With a firm commitment to "Growth from Knowledge," GfK stands as a beacon of authority in AI integration, leveraging technology to reshape decision-making and deliver outstanding results.

"Human vs AI": a unique narrative of innovation

One of the cornerstones of our campaign was to position GfK as an AI thought leader while maintaining an approachable and innovative brand image. 

Our goal was to steer clear of the often dry and technical discussions surrounding AI and, instead, present a lighthearted and engaging perspective on its potential.

Exploring the intersection: "Human vs AI" debate

At the heart of the "Human vs AI'' campaign was a captivating and thought-provoking video debate. Imagine GfK's Chief Marketing Officer, Gonzalo Garcia Villanueva, facing off against ChatGPT—a cutting-edge AI model—in a discussion centered around the question: "Can robots really take over our jobs?" 

Guided by Margaret Ady, VP of Strategic Marketing Services at Huble, the debate ventured into uncharted territories, exploring the impact of AI on marketing trends and the evolving roles of marketing leaders.


The battle of wits spanned five key marketing questions, with each answer winning points determined by our skilled moderator. 

This unique and engaging approach not only showcased GfK's commitment to exploring the potential of AI but also invited viewers to ponder the intricate relationship between human creativity and AI capabilities.

AI integration: beyond the debate

However, the campaign's impact stretched far beyond the confines of the video debate. We embarked on a comprehensive journey that included teaser videos, engaging social media content, compelling landing page copy, and a strategic mix of paid search and social media posts. 

The goal was to create a holistic experience that would educate, engage, and enthral the audience.

The campaign also extended to programmatic advertising, online publications, and collaboration with B2B influencers. 

This multi-faceted approach ensured that our message resonated across various channels, reinforcing GfK's position as a trailblazer in AI integration.

Seamless fusion: AI in every element

An exceptional campaign requires seamless integration of AI technologies, and "Human vs. AI" was no exception. 

To bring our AI-powered vision to life, we partnered with Studio D-ID—a cutting-edge video tool—to create an animated avatar of Ruby the Robot. 

Additionally, voice modulation by 11Labs endowed the robot with effective communication skills, while AI-generated intro and outro music by Beatoven added a distinct touch to the campaign.

The production process was a collaborative symphony involving external partners responsible for filming, visualising the robot, and coordinating production aspects. 

This harmony resulted in a captivating campaign that embodied GfK's innovative spirit.

Driving brand awareness: remarkable results

The campaign's impact was measured through the lens of brand awareness, with a focus on impressions. The initial projection of 5 million impressions was far exceeded, culminating in a staggering count of 6.87 million impressions. 

Google search, social media platforms, and programmatic ads emerged as key drivers of impressions, a testament to Huble's expertise in SEM strategy.

Noteworthy publications such as Wired, Campaign, and Emarketer played a crucial role in enhancing the campaign's visibility, reaching the target audience and reinforcing GfK's brand recognition. 

While influencers represented a smaller budget allocation, their impact extended beyond numbers, forging meaningful connections and engagement.

Shaping the future of B2B marketing

As the journey unfolds, our excitement grows for the upcoming B2B Marketing Awards ceremony on November 15, 2023. 

We extend our heartfelt gratitude to the entire Huble team, our esteemed partners, and GfK for their unwavering support and collaboration. 

Together, we've embarked on a voyage that reshapes the contours of B2B marketing, fueling innovation, creativity, and excellence.

This recognition not only validates the creativity and innovation invested in the "Human vs. AI" campaign but also underscores the limitless potential of AI in shaping the future of B2B marketing. 

It's a testament to our collective commitment to pushing boundaries, challenging norms, and delivering exceptional results.

It embodies our mission to not just meet expectations but to exceed them, to challenge conventions, and to pioneer new horizons. It's an honor to be shortlisted among other exceptional campaigns, and we eagerly await the moment when the winner is unveiled.

As we navigate the evolving landscape of B2B marketing, we're excited to continue shaping narratives that inspire, campaigns that resonate, and strategies that innovate.

To learn more about how we can help elevate your business with similarly engaging campaigns, speak with our team.

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