BIXBY VOICE FOREVER

Short List
TitleBIXBY VOICE FOREVER
BrandSAMSUNG ELECTRONICS
Product / ServiceBIXBY
CategoryD01. Social Video
EntrantCHEIL 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

Credits

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

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.

Describe the creative 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.

Describe the 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.

Describe the 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.

List the results

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.

Links
Social Media URL