Write a short summary of what happens in the radio or audio execution or campaign.

Our uniquely Australian take on the English language isn't just slang – our conversational idiosyncrasies are a crucial part of how Australians connect with each other. The problem is, it's also harder to understand for those outside the Aussie bubble; even for the world's most skilled voice assistant. To solve this, we worked directly with the Amazon Alexa product team to enhance the voice assistants' language muscle by teaching Alexa 100s of the most frequently used Australian slang, idioms, and Aussie-isms. We then linked these catch-phrases and terms to a vast array of routines, skills, and actions. Following Alexa’s Aussie language update, we recruited some of the nation's most iconic and relevant Aussies to show how Alexa could now understand "Aussie" in its day-to-day use. With more Aussie phrases being learned every day, Alexa isn't just sounding local, she's fitting right into our unique way of life.

Script & Translation. Provide a full English script and translation of any audio.

Alexa can now recognize over 100s of unique Australian phrases from “flick it on” to switch on the lights, “bucket down” to get a weather check and even “sparrows fart” when you need to set an early morning alarm.

Cultural / Context information for the jury

In Australia, it's not just how we speak; it's what we say. Our slang serves as a proud cultural identifier, and we like that those colloquialisms separate and define us. They are a crucial part of how Australians communicate with each other,

Please outline the innovative elements of the work

For the first time in Alexa's seven-year history, we went beyond simply giving Alexa an accent when it was introduced into a market. We taught it the phrases and words that allowed Aussies to overcome smart speaker hesitancy and communicate with them naturally and effectively, kind of like a mate.