Extra Gum trains a voice assistant to help humans in difficult conversations

Extra Gum and Colenso BBDO have released a new campaign that utilises a voice assistant-based-conversation tool designed to build confidence.

Aimed at generations who have become more comfortable conversing through text than in-person, the platform complements Extra Gum’s ‘Time to Shine’ brand positioning by letting people practice hard-to-have conversations

Every conversation housed within the technology 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. 

Colenso BBDO creative director Max McKeon says 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 is almost infinite unique conversations between human and robot.”

Wrigley senior brand manager Tatyana Dickson says the campaign 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.”

As part of the campaign, people were also given a voucher for Extra Gum upon completion of every conversation.

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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