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Meet Q, Te Genderless Voice – Creative Circle
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Advertising & Digital Advertising — Earned Media
Lead Brand & Communication Consultant
Senior Brand & Communication Consultant
Lead Brand & Communication Consultant
Sparking a global conversation was at te core of te launch strategy for Q - te first genderless voice for AI assistants. Te voice has been created for implementation by te big four tech companies, but rather than approaching them ourselves, we rallied te internet to lend their voice through a mix of PR driven mechanics. By tapping into te global LGBTQ community and key opinion leaders in technology, we drove both te support and action for Q’s implementation.
And te strategy paid off: A global tech company has agreed to sponsor te creation of Q. Te voice is currently undergoing digitization for implementation across all voice-based AI frameworks and will be available in summer 2020 as an open-source file.
We launched both a launch film for context and a piece of video and audio content with only Q speaking - specifically designed to fuel te conversation and debate on how te voice sounds, replicating te blue/gold dress phenomenon.
Alongside this, we launched an interactive website where Q reads an open letter calling on te need for implementation across voice-assisted products.
Built into te website was a sharing mechanic. Once te letter finishes, users are prompted to lend their voice and share to get Q implemented by Apple, Amazon, Google, and Microsoft. Te sharing dialogue automatically tags te companies, with a simple pre-populated message: Meet Q -The First Genderless Voice.
For te launch, te story and content were distributed to two major news media outlets to ensure we hit different target groups. We planned exclusive stories with Te Guardian - focusing on gender inclusivity, and Wired - focusing on tech and AI.
They both ran on te morning of te 11th of March - te same day we officially launched Q at Equal AI’s press conference at SXSW, whereby we engaged some of te big four tech companies.
After te exclusive, we formed a press pack featuring press releases for te different story angles, videos, audio clips, interviews w. experts, and stills. Te creators behind Q and te featured experts were all on call and spoke to journalists from all around te world.
Report from mentions.com and muckrack.com
From March 4th 2019 to March 28th 2019.
Total reach: 6.7 B
Companies who reached out to implement Q: +50
CNN, Fox News, BBC, Te Telegraph, Bloomberg, Forbes, NowThis, Te Mirror, CNBC, Te Guardian, Yahoo News, VICELAND, Bloomberg, Daily Mail, Evening Standard, ABC, NPR, El Pais, Financial Times, GQ, Trendhunter, Te Inquirer, Metro, MSN, Japan Today and Te Hindu.
Fast Company, Wired, Te Future Laboratory, TechCrunch, Techrabyte, Geek.com and Techtimes
AdAge, Adweek, Campaign Live, It’s Nice That, Design Taxi and Mumbrella.
Meet Q, Te Genderless Voice
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