Sometimes, you just don’t know what to say. It’s not always easy to shine when the conversation is difficult. Maybe you want to ask for a raise? Maybe you want to ask a flatmate to move out? Break up with someone? Ask them out on a date or negotiate a bargain?
Particularly vulnerable are the generations that communicate mostly by text.
Extra Gum’s global message is Time To Shine. So Colenso BBDO is underlining that message in New Zealand with Extra Pep Talks, a voice-assistant based conversation tool that lets people practice hard-to-have conversations.
Extra Pep Talks are designed to build confidence, so that anyone can shine through the most awkward discussions.
Max McKeon, Colenso BBDO creative director, commented, “The voice-led AI was able to recognise thousands of phrases. 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.”
Tatyana Dickson, senior brand manager, Wrigley Confectionery, added, “Extra Pep Talks is a technology first for mobile browser-based voice assistants. We’ve worked with Colenso to create bespoke experiences which challenged users to talk their way out of some pretty awkward situations. The overall experience builds confidence in conversation and will increase brand awareness with our under 35 year old audience.”
For a little extra confidence, people were given a voucher for Extra gum on completion of every conversation.
Agency: Colenso BBDO
Production Company: Eight
Director: Jamie Lawrence
Sound Design: Franklin Road
Client: Mars NZ
Marketing Manager: Nicole Villari
Senior Brand Manager: Tatyana Dickson
Brand Manager: Catherine Martindale