Spikes Asia
CHEIL WORLDWIDE , Seoul / SAMSUNG / 2019
Awards:
Overview
Entries
Credits
Background
Samsung is a market leader in India but with low-end phones, ( Phones without Samsung’s A.I. Voice
Assistant; Bixby). Our challenge was to create mass awareness of Samsung’s Bixby A.I. voice assistant to
Indian mobile users through a meaningful and innovative campaign.
Idea
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 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. We changed 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. By creating the first personalized voice assistant, we can imagine a future
where we all have a more meaningful relationship with Artificial Intelligence.
Strategy
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 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. We changed 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. By creating the first personalized voice assistant, we can imagine a future
where we all have a more meaningful relationship with Artificial Intelligence.
Execution
1st: Collaborated with the MND NGO Asha Hope foundation; they taught us how we could support them in
the fight against the disease and helped us find the right patient. 2nd: Found Sonal, an MND patient willing to
be the first to try this technology. 3rd: Recorded her complete vocal range and created an exact digital replica
of it. 4th: Synthesized the unique details of her speech using a custom Deep Neural Network algorithm. 5th:
Integrated the voice file into Bixby’s A.I. code, to make her real voice, the voice of Bixby. 6th: Personalized
the wake-up command from “Hi Bixby” to “Hi Mama”. 7th: Personalized the responses, so it always answers
with her children’s names and relevant personal information. 8th: Created the final personalized Bixby
devices and gifted them to the family. 9th: Created a commercial to show the potential this technology has to
help MND patients.
Outcome
The campaign raised awareness of MND and Bixby across all of India and became a top Twitter trending
topic for weeks. The Youtube spot 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 gave MND patients around the world a new way to cope with this
deteriorating disease.
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