‘Her’ launch introduces voice-activated mobile advertising

‘Her’ launch introduces voice-activated mobile advertising
B&T Magazine
By B&T Magazine



Promoting the award-winning movie Her on Blu-Ray, DVD and Ultra-Violet, media agency Slingshot has developed voice-activated mobile advertising.

The insight was based around the relationship many of us have with our mobile devices, reflected in the love affair of the two main protagonists in Her.

Collaborating with mobile marketing company Mobile Embrace, the campaign aims to replicate the film’s premise as closely as possible.

Curious to see how voice-activated mobile advertising is achieved? Check out the spot below.

“We really wanted a campaign that made the most of modern day technology and the reliance people have on their mobile phones,” Cindy McCulloch, marketing director at Universal Sony Pictures Home Entertainment Australia, said.

“The use of Nuance voice activated technology ties in with the film Her perfectly, encourages conversation, and being an Australian first initiative makes this campaign both progressive and innovative, much like the film itself.”

Simon Corbett, managing director at Slingshot said: “Conversation is the most natural form of engagement known to man and by creating a conversation with consumers about the release of Her we have been able to showcase the film and deliver an Australian advertising first at the same time.”

Peter Birch, managing director at Mobile Embrace’s 4th Screen Advertising added: “With the innovation of voice-based input across Android and iPhone, users are now being exposed to the possibility of interacting with their devices using natural speech. We know that great creative delivers high engagement and better results for our advertisers. That's what we always strive to deliver.

“This is another creative first for Mobile Embrace and is the first time voice activation technology has been used in the advertising industry to create personalised and entertaining ad formats. We are excited to be part of this pioneering and collaborative project and build the campaign creative using Nuance voice recognition technology.” 




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