Title | BIXBY VOICE FOREVER |
Brand | SAMSUNG ELECTRONICS |
Product / Service | BIXBY |
Category | A05. Health & Wellness Tech |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation 2 | CHEIL INDIA Gurgaon, INDIA |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Media Placement 2 | CHEIL INDIA Gurgaon, INDIA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR 2 | CHEIL INDIA Gurgaon, INDIA |
Production | CRAZY FEW FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Kate Hyewon Oh | Cheil Worldwide | EXECUTIVE CREATIVE DIRECTOR |
Josh Seokjin Shin | Cheil Worldwide | Associate Creative Director |
Alberto Rodríguez | Cheil Worldwide | Art Director |
Alberto Rodríguez | Cheil Worldwide | WRITER |
Manmeet Singh | Cheil India | WRITER |
Josh Seokjin Shin | Cheil Worldwide | Associate Creative Director |
Dalip Singh | Cheil India | ART DIRECTOR |
Marvin Byung Gon Park | Cheil India | Account Director |
Siddharth Kapoor | Cheil India | ACCOUND EXECUTIVE |
John Park | JP Films | AGENCY PRODUCER |
Anupam Mishra | Crazy Few Films | DIRECTOR |
Urfi Kazmi | Crazy Few Films | PRODUCER |
Viraj Gawas | Crazy Few Films | PRODUCER |
Ayananka Bose | Crazy Few Films | DOP |
Dhruv Ghanekar | Crazy Few Films | MUSIC SUPERVISOR (DIRECTOR) |
Abhiruchi Chand | Crazy Few Films | WRITER (Lyricist) |
Uk Jang? | Room121 | DIRECTOR |
Kyungsic Park | Room121 | PRODUCER |
Sung Yoon Jeong | Room121 | PRODUCER |
Yeon Jeong Joo? | Room121 | PRODUCER |
Songha Lee | Freelancer | IDEA WRITER |
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.
Our campaign utilizes a non-medical/non-intrusive tech-based solution, so restrictions and regulations don’t apply.
All Motor Neuron Disease patients lose their ability to speak. By keeping the MND patient’s natural voice alive inside her own personalized Bixby voice assistant, she and her children can better cope with this incurable disease.
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.
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 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. This innovation captured the hearts of the Indian public, showing Samsung as a brand that cares for more than just profits.
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.
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.
The campaign raised awareness of MND across all of 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.