Perplexity, a generative AI startup valued at $1 billion, launched its first paid marketing campaign during the NBA Finals. The campaign features a Hollywood-style fake movie trailer titled "The Know-It Alls," created by indie agency Sandwich. This unconventional approach aims to introduce Perplexity's brand and its search engine, which seeks to rival Google.
Campaign Highlights
- High-Profile Placement: The seven-figure media buy aired during a tentpole broadcast, targeting mainstream America.
- Creative Strategy: The ad is a movie-style trailer for a non-existent action thriller, potentially setting the stage for future TV series or full-length features.
- Agency Collaboration: Los Angeles-based Sandwich agency produced the spot, drawing inspiration from classic branded content like BMW Films and Mercedes-Benz’s “Lucky Star.”
Marketing Philosophy
Perplexity's chief business officer, Dmitry Shevelenko, described the campaign as an "asymmetrical bet," emphasizing bold moves to compete against trillion-dollar companies. The trailer aims to spark curiosity and drive engagement through its entertainment value, potentially leading to social shares and earned media.
Production and Inspiration
- Filming: Shot in two days in Nashville, Tenn.
- Plot: Centers on a group of inventor-troublemakers aiming to beat the system for societal good.
- Creative Input: Filmmaker Seth Worley directed, with a script by Adam Lisagor and Joshua Allen. The project drew inspiration from seminal works like BMW Films and Apple’s “1984.”
Future Plans
Perplexity and Sandwich are working on more content in various genres, maintaining the spirit of "The Know-It Alls." Hollywood studios have shown interest in developing the trailer into a film or series. The campaign may also include out-of-home ads featuring QR codes for accessing Perplexity's services.
Business and Funding
Perplexity recently raised $63 million in series-B funding, totaling $165 million. The company is building its ad business and already has notable clients like Universal McCann, Snowflake, and the NBA’s Cleveland Cavaliers using its Enterprise Pro chatbot. The campaign aims to showcase Perplexity's creative capabilities and attract more marketers.
