Dadvice

Our challenge was to support consumers in buying the right gift for dads on Father's Day, while showcasing the diversity of Afterpay's retail partners.

Our insight was that 78% of Australians deemed Dad as the hardest person in the family to buy gifts for.

So, we developed the campaign platform Dadvice, a made for mobile campaign that used key platform profiling to identify five dad-types, and created an intelligent messenger bot to help find the perfect gift.