Project Revoice|短视频|广告营销案例【ADGuider广告指南】

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项目重声

案例简介：概要肌萎缩性侧索硬化症 (ALS)，也被称为运动神经元疾病，是一种进行性神经退行性疾病，影响大脑和脊髓的神经细胞。经过几年的诊断，大多数患者最终瘫痪在轮椅上，被迫通过文本到语音设备进行交流，通常是默认的 “计算机” 声音。由于声音是如此的个人化，疾病的这个阶段对患者和护理人员来说尤其困难。目前，患有 ALS 的人使用自己声音的唯一方法是储存数千个句子，这些句子可以作为一组标准短语 (信息银行) 重新使用或者从记录的音节机械地缝合在一起的单词。我们的目标是通过让患者充分利用自己真实的声音来改变人们与 ALS 的生活方式。战略为了重建 Pat 的声音，我们必须创建一个音频数据库，供算法使用。由于帕特本人没有存储任何音频，我们的挑战是从网上发现的旧冰桶采访和演讲中建立一个足够的数据库。在某种意义上，只是因为帕特通过冰桶挑战给了 ALS 社区一个声音，我们才能够把他自己的声音还给他。在采购了 100 多个不同质量的单独文件后，我们手动分析、清理和转录了每个可用的部分，以创建一个统一的数据库供算法使用。一旦通过 Lyrebird 技术克隆了声音，我们就为 Pat 构建了一个定制的用户界面，通过他的眼睛跟踪计算机访问声音。结果自推出以来，Revoice 项目受到了 ALS 社区和世界各地公众的极大兴趣: 超过 8.5亿的媒体在第一周获得了超过 100万的有机视频观看。到第二周，超过 4100万人发布、评论分享或提到了这项运动。目前，全球有超过 670 篇文章，每周有超过 100 名患者注册接受他们自己的复述。在美国，平均每周有 105 人被诊断患有 ALS。执行 2018年3月，在他的家人和朋友的包围下，帕特在沉默了一年多后，终于能够用自己的声音再次说话。这一激动人心的时刻成为了我们推出活动的核心，该活动仅从我们拥有的渠道开始，但很快通过社交对话和赢得媒体传播，主要是在美国、加拿大、英国和澳大利亚市场。为了让更广泛的 ALS 社区可以使用这项技术，Revoice 项目已经建立了一个在线语音银行，ALS 患者可以很容易地记录他们自己的语音克隆所需的语音材料。到 2018年底，这些录音将被用来创建更多的 “撤销”，用户可以通过网站或定制的 API，通过他们自己的辅助/辅助通信 (AAC) 来访问和 “表达” 设备。活动描述通过分析和完全再现一个人声音的定制机器学习算法，Revoice 项目让 ALS 患者充分利用自己真实的声音, 允许他们自由和自然地说话，即使他们身体不能。为了启动这个项目，我们重新创建了帕特 · 奎因的声音，他在与疾病作斗争的同时共同创立了 ALS 冰桶挑战赛。 BriefWithProjectedOutcomes N/A 简要解释观众展望未来，这个项目将改变世界各地的人与 ALS 的生活方式，因为它使他们能够像自己一样保持沟通, 而不是通过代理机器的声音或有限的一组预先录制的短语。

项目重声

案例简介：Synopsis Amyotrophic Lateral Sclerosis (ALS), also known as Motor Neurone Disease, is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Within a couple of years of diagnosis, most patients end up paralysed in a wheelchair and forced to communicate via text-to-speech devices, typically with a default 'computer' voice. Since voices are so deeply personal this stage of the disease is particularly difficult for patients and caregivers. Currently, the only way people with ALS can use their own voices is by banking thousands of sentences, which can be repurposed as a set of standard phrases (message banking) or words mechanically stitched together from recorded syllables. Our goal was to change the way people live with ALS by giving sufferers the full use of their own authentic voices. Strategy To rebuild Pat's voice we had to create a data bank of audio for the algorithm to work with. Since Pat hadn't banked any audio himself, our challenge was to build a sufficient data bank from old Ice Bucket interviews and speeches found online. In a sense, it was only because Pat gave the ALS community a voice through the Ice Bucket Challenge that we were able to give him his own voice back. After sourcing over 100 individual files of varying quality, we manually analyzed, cleaned up and transcribed every usable section to create a unified data bank for the algorithm to work with. Once the voice had been cloned through Lyrebird technology, we built a custom user interface for Pat to access the voice through his eye-tracking computer. Outcome Since launch, Project Revoice has received significant interest from both the ALS community and the general public around the world: Over 850 million earned media reach Over one million organic video views in the first week. By week two over 41 million people had posted, commented shared or mentioned the campaign. Over 670 articles written globally Currently over 100 patients a week are signing up to receive their own Revoice. On average, 105 people a week are diagnosed with ALS in the United States. Execution In March 2018, surrounded by his family and friends Pat was finally able to speak again in his own voice, after over a year in silence. This emotional moment became the heart of our launch campaign, which started in our owned channels only but quickly spread through social conversations and earned media, primarily in US, Canada, UK and Australian markets. To make this technology available to the wider ALS community, Project Revoice has built an online voice bank where ALS sufferers can easily record the voice material necessary for their own voice clones. By the end of 2018 these recordings will be used to create more 'Revoices', which users can access and 'speak' with through the website or a custom API, via their own Assisted/Augmentative Communication (AAC) devices. CampaignDescription With a custom machine learning algorithm that analyses and completely recreates a person's voice, Project Revoice gives ALS patients the full use of their own authentic voices, allowing them to speak freely and naturally even after they physically can't. To launch the program we recreated the voice of Pat Quinn, who co-founded the ALS Ice Bucket Challenge while fighting the disease himself. BriefWithProjectedOutcomes N/A BriefExplanation Audience Going forward, this program will change how people live with ALS around the world as it enables them to keep communicating as themselves, rather than through a proxy machine voice or a limited set of pre-recorded phrases.