Title | PEP TALKS |
Brand | MARS |
Product / Service | WRIGLEY'S EXTRA |
Category | D05. New Realities & Voice Activation |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
Media Placement 2 | MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND |
Production | EIGHT Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Production 3 | EXTREME MUSIC London, UNITED KINGDOM |
Additional Company | MARS NEW ZEALAND Auckland, NEW ZEALAND |
Additional Company 2 | FARRIMOND Auckland, NEW ZEALAND |
Additional Company 3 | COMMOTION Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Dan Wright | Colenso BBDO | Executive Creative Director |
Max McKeon | Colenso BBDO | Creative Director |
Mike Davison | Colenso BBDO | Creative Director |
Maria Devereux | Colenso BBDO | Creative Director |
Kim Ragan | Colenso BBDO | Creative Director |
Billy Worthington | Colenso BBDO | Copywriter |
Emily Osborne | Colenso BBDO | Senior Art Director |
Ellen Fromm | Colenso BBDO | Senior Copywriter |
Anna Wilkins | Colenso BBDO | Junior Copywriter |
Sarah White | Colenso BBDO | Junior Art Director |
Ahmad Salim | Colenso BBDO | Group Business Director |
Nico Ainsworth | Colenso BBDO | Senior Business Director |
Ruby Soole | Colenso BBDO | Project Manager |
Arameh Bozorgi | Colenso BBDO | Account Manager |
James Baker | Colenso BBDO | Account Executive |
Natasha Gill | Colenso BBDO | Senior TV Producer |
Winnie Dummell | Colenso BBDO | TV Producer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Phillip De Meulemeester | Colenso BBDO | Senior Planner |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Tatyana Dickson | Mars NZ | Senior Brand Manager |
Nicole Villari | Mars NZ | Marketing Manager |
Catherine Marthindale | Colenso BBDO | Brand Manager |
Dean Pomfrett | Colenso BBDO | Design Director |
Jodie Heron | Colenso BBDO | Digital Designer |
David Arcus | Colenso BBDO | Creative Technologist |
Ricardo Greco | Colenso BBDO | Digital Developer |
Reks Kok | Colenso BBDO | Retoucher |
Hamish Steptoe | Colenso BBDO | Designer |
Katie Millington | Eight Productions | Production Company Producer |
Jamie Lawrence | Eight Productions | Director |
Cole Goodley | Franklin Road | Sound Design |
Aaron Aaron Morton | Eight Productions | DOP |
Anita Ward | Commotion | Animation |
Millie Costley Deakin | Colenso BBDO | Edit Suite Manager |
Cameron McColl | Colenso BBDO | Agency Editor |
Luke Urquhart | Colenso BBDO | Agency Editor |
Mikee Carpinter | Commotion | Online Editor |
A tough conversation can be even tougher without confidence. That’s why Extra Gum, the brand built on fresh-breath confidence, created Extra Pep Talks. The voice-led AI helped build confidence in our audience via dynamic practise conversations through Google Assistant. Extra Pep Talks is a technology first for mobile browser-based voice assistants and Google Home in the New Zealand market.
As the brand that stands for fresh-breath confidence, EXTRA Gum’s purpose was to prepare people for their “Time to Shine”. We discovered that one of the top concerns for the tech generation – a typically hard-to-reach audience, yet one that represented the biggest opportunity to grow the brand – was face-to-face conversation (Ref: Forbes Magazine). With 68 percent of millennials actively avoiding face-to-face conversations (Ref: Men’s Health), we saw a unique opportunity to connect with a hard to reach market and prepare an entire generation for their time to shine.
Through intelligent, evolving and entertaining digital role play, our voice AI helped people practice the most commonly searched conversation topics. Everything from “How to ask for a raise” to “How to negotiate a bargain” to “How to say I love you”. Pep Talks already recognises thousands of phrases and each time a human responds, they are helping to build the AI’s conversation skills. The result: almost infinite unique conversations between human and robot. Each completed topic concluded with a voucher for EXTRA Gum for added confidence. With the use of voice tech set to increase by 40% this year by our target, the platform utilised voice on mobile, smart speakers, and desktop browsers.
As the brand that stands for fresh-breath confidence, EXTRA Gum’s purpose was to prepare people for their “Time to Shine”. We discovered that one of the top concerns for the tech generation – an audience that represented the biggest opportunity to grow the brand – was face-to-face conversation (Ref: Forbes Magazine).
With the use of voice tech set to rise by 40% this year, we created a voice-led AI that engaged users with a customised interactive conversation experience designed to build confidence. Every conversation housed within the voice tech was inspired by commonly Googled topics - asking for a raise, asking someone on a date, breaking up with someone, negotiating a bargain and asking a flatmate to move out etc. The platform was able to recognize thousands of phrases and respond with appropriate contextualised dialogue. Every engagement built the AI’s conversational skills, ensuring dynamic, tailored experiences that challenged the user with wit, tough questions and unique responses.
While the millennial market represented the biggest opportunity for EXTRA Gum, it also presented the biggest challenge in terms reaching them. Extra Pep Talks used media native to millennials to launch the global EXTRA Gum “Time To Shine” platform that was relevant to New Zealanders. This allowed the brand to connect with an entire generation in a completely new way.