Bixby Voice Forever|海报/平面|广告营销案例【ADGuider广告指南】

Bixby Voice Forever

案例简介：为什么这项工作与公关相关？创造世界上第一个个性化的A.I.一名MND患者的语音助手在印度市场上制造了一个主要的嗡嗡声。目前，所有的A.I.语音助理有他们自己的个性，但没有一个是用户个性化的。这个项目展示了一个新的情商时代，人们可以与他们的人工智能语音助手实现更亲密和有意义的关系。背景我们的任务是提高人们对三星的A.I.印度的语音助理 “比克斯比”，同时重申三星的宗旨是使用变革性的未来技术创造有意义的创新。创新不仅仅是为了创新，而是为了赋予那些最需要它的人。描述创造性的想法 (投票20%) Bixby Voice Forever是全球第一个个性化的Voice Assistant。第一个设备是为索纳尔创建的; 二是运动神经元疾病患者的母亲。所有的MND患者都失去了说话的能力。在索纳尔失去演讲之前，我们设计了她自己的个性化语音助手，这样她就可以在她的孩子的智能手机和三星所有的家用电器中留下她自然的声音。我们首先记录了她的声音，并合成了所有的音调，音调和独特的特征，以创建一个逼真的语音文件，我们可以集成到比克斯比的人工智能代码; 使她的声音，比克斯比的声音。然后，我们将唤醒命令从 “嗨比克斯比” 个性化到 “嗨妈妈”，并个性化响应，因此它总是用她孩子的名字和个人信息来回答。这一创新抓住了印度公众的心，显示三星是一个不仅仅是利润的品牌。描述公关策略 (投票30%) 我们的战略是通过非常规的和有意义的营销努力，在印度建立三星的比克斯比语音助手的大众意识。通过创建有史以来第一个个性化的A.I.语音助手并使用它来帮助一个会失去声音的MND患者，我们可以展示这项技术可能具有显著影响患者家庭的潜力，同时展示比克斯比提升人们生活的力量。描述PR执行 (投票的20%) 该片于2018年9月12日在YouTube、Facebook、Twitter上推出。它立即成为一个病毒式的成功，在不到7天内超过10000万个观点。列出结果 (投票的30%) 必须包括以下层中的至少两个: 这项运动提高了印度各地对MND的认识，并成为几周来Twitter最受欢迎的话题。YouTube视频在不到7天的时间内达到100 + 百万点击量，到目前为止超过201百万点击量; 使其成为历史上最具病毒式的商业广告之一。此外，观众创造了无数的反应视频，有数千个观看次数。但最重要的是，我们实现了这项从未见过的技术成为现实，并为世界各地的MND患者带来了希望。

Bixby Voice Forever

案例简介：Why is this work relevant for PR? Creating the world’s first personalized A.I. Voice Assistant for an MND patient created a major buzz in the Indian market. Currently, all A.I. Voice Assistants have their own personalities attached to them, but none of them are personalized to the user. This project shows a new era of emotional intelligence, where people can achieve more intimate and meaningful relationships with their A.I. voice assistants. Background Our mission was to create awareness of Samsung’s A.I. Voice Assistant ‘Bixby‘ in India while reiterating Samsung’s purpose of creating meaningful innovations using transformative future technologies. Innovation not just for the sake of it, but to empower those who need it the most. Describe the creative idea (20% of vote) Bixby Voice Forever is the world’s first personalized Voice Assistant. The first device was created for Sonal; a mother of two and Motor Neurone Disease patient. All MND patients lose their ability to speak. Before Sonal lost her speech, we engineered her own personalized Voice Assistant so she can leave her natural voice alive in her children’s smartphones and throughout all of their Samsung home appliances. We first recorded her voice and synthesized all tones, pitches and unique characteristics to create a realistic voice file we could integrate into Bixby’s A.I. code; to make her voice, the voice of Bixby. Then, we personalized the wake-up command from “Hi Bixby” to “Hi Mama,” and personalized the responses, so it always answers with her children’s names and personal information. This innovation captured the hearts of the Indian public, showing Samsung as a brand that cares for more than just profits. Describe the PR strategy (30% of vote) Our strategy was to build mass awareness of Samsung’s Bixby A.I. voice assistant in India, using an unconventional and meaningful marketing effort. By creating the first-ever personalized A.I. Voice assistant and using it to help an MND patient who will lose their voice, we can show the potential this technology can have to significantly impact the patient’s family, while at the same time showing the power of Bixby to enhance people’s lives. Describe the PR execution (20% of vote) The film was launched on the 12th of September 2018 on YouTube, Facebook, and Twitter. It immediately became a viral success with more than 100 million views in less than 7 days. List the results (30% of vote) must include at least two of the following tiers: The campaign raised awareness of MND across India and became a top Twitter trending topic for weeks. The YouTube video reached 100+ million views in less than 7 days and more than 201+ million views to date; making it one of the most viral commercials in history. Additionally, audiences created numerous reaction videos with thousands of views. But most importantly, we achieved in making this never before seen technology a reality and giving hope to MND patients around the world.