| Title | SPEAKEMOJI |
| Brand | SAPIENTNITRO (SELF-PROMOTION) |
| Product/Service | APP |
| Category |
C01. Use of Digital in a PR campaign |
|
Entrant
|
SAPIENTNITRO London, UNITED KINGDOM
|
|
Idea Creation
|
SAPIENTNITRO London, UNITED KINGDOM
|
Credits
| Mark Hunter |
SapientNitro |
ECD |
| Greg Mitchell |
SapientNitro |
Creative Director |
| Andre Hull |
SapientNitro |
Creative Director |
| Adam Hosfal |
SapientNitro |
Account Director |
| Sarah Burns |
SapientNitro |
Project Manager/Producer |
| Rowan Kerr |
SapientNitro |
Senior Manager Mobile Solutions |
| Illia Lekhter |
SapientNitro |
Manager Mobile Solutions |
| Erin Walsh |
SapientNitro |
Developer Mobile Solutions |
| Takbir Sarker |
SapientNitro |
Interactive Developer |
| Felipe Roriz |
SapientNitro |
Junior Developer Mobile Solutions |
| Irma Arianti |
SapientNitro |
Senior Experience Designer |
| Ignacio Gonzalez |
SapientNitro |
Senior Designer |
| Adam Shipp |
SapientNitro |
Designer |
| Adam Brewster |
SapientNitro |
Senior Manager Designer |
| Marcus Quinn |
SapientNitro |
Manager Designer |
| Stephen Vaughan |
SapientNitro |
Manager Designer |
| James McCleod |
SapientNitro |
Senior Manager Interactive Development |
| Kevin Chapman |
SapientNitro |
Manager Interactive Development |
| Stephen Worley |
SapientNitro |
Director Creative Operations |
| Mick Bailey |
SapientNitro |
Service Delivery Lead |
| Mark Caswell-Daniel |
SapientNitro |
Creative Technologist |
| Craig Smith |
SapientNitro |
Director Marketing |
| Gaynor Armit |
SapientNitro |
Manager Marketing |
The Campaign
The Problem
Whilst the media were awash with emojis, there was an elephant in the room. Emojis left most people over the age of fifteen completely confused.
This confusion meant the older generation was becoming more excluded and alienated than ever from the younger generation, who were using emojis in all their online and mobile conversations as an adopted native tongue.
An intervention was needed. Someone had to make sense of it all, to stop the rise of the emoji fracturing our ability to communicate with each other.
The Solution
Just in time for Christmas, SapientNitro gave a gift to its clients, and the world – the gift of cross-generational communication.
Introducing SpeakEmoji – the world’s very first voice-to-emoji translator.
Execution
Available as an iOS and Android app, as well as on the web via Google’s Chrome browser, SpeakEmoji lets you create messages comprised entirely of emojis by simply speaking into your smartphone.
Custom sharing functionality lets you share your emoji phrase on social networks like Facebook, Twitter and Messenger, as well as SMS and email.
Every emoji message has a link for recipients to translate it back into text, and a custom keyboard lets Android users speak emoji directly into any messaging app.
First, we created a database matching thousands of key words to emojis.
We connected that to a voice-to-text API, wrote a proprietary search
algorithm, and SpeakEmoji was born.
In its first two weeks, SpeakEmoji peaked at over 10,000 downloads a day, reaching 131 countries.
It achieved 23 million social media impressions, and a total reach of 350 million people.
Mashable and Digital Spy both featured it as one of the best new mobile apps.
By Christmas Eve, SpeakEmoji had broken into the top 20 social networking apps in the US, leapfrogging multi-billion dollar LinkedIn.
But SpeakEmoji’s proudest legacy will be in helping all of us – even the uncoolest and most middle-aged – communicate in our new universal language.
The Situation
SpeakEmoji was a self-promotional project designed to entertain our clients in a way that would demonstrate our technical creative and be picked up by industry press and the media.
The Strategy
Target audience: Our clients, the industry press and the mainstream media.
We launched SpeakEmoji with an online film in which a ‘Cool Dad’ character
encouraged out-of-touch parents to use SpeakEmoji to reconnect with their
smartphone-zombie teenagers over the holiday. You can watch this 'Cool Dad' film in the supporting digital content of this entry.
This was seeded into social channels and PR’d to both the mainstream and tech
media, driving users to visit speakemoji.com and to download the app.