WELLINGTON, Tuesday: Extra Gum, via Colenso BBDO, has released Extra Pep Talks, a voice-assistant-based online conversation tool that is designed to build confidence.
Colenso CD Max McKeon said: “Time to Shine is the established Extra Gum brand message globally. We created Extra Pep Talks to give it deeper meaning locally.
“Not quite sure how to ask for raise? Or how to ask your kids to move out? Pep Talks can help with that!”
The work launches in NZ this week and will continue to roll out into other markets.
“It’s aimed at generations who have become more comfortable conversing via text than in person, the platform compliments Extra Gum’s Time to Shine brand positioning by letting people practice hard-to-have conversations,” McKeon says.
“The experience builds confidence in conversation and will increase brand awareness with our under-35 audience.”
“Every conversation housed within the tech is inspired by commonly searched topics – asking for a raise, asking someone on a date, breaking up with someone, negotiating a bargain and asking a flatmate to move out.
“The voice-led AI is 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.”
Wrigley Confectionery senior brand manager Tatyana Dickson said: “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.”
And for a little extra confidence, people were given a voucher for Extra gum upon completion of every conversation.
CREDITS
Client: Mars NZ
Marketing Manager: Nicole Villari
Senior Brand Manager: Tatyana Dickson
Brand Manager: Catherine Martindale
Agency: Colenso BBDO
Partner: Google
Production Company: Eight
Director: Jamie Lawrence
Sound Design: Franklin Road
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