Nuance disrupted the advertising industry this past April through the launch of Nuance Voice Ads, a new conversational advertising format for mobile devices. Through Nuance Voice Ads, consumers can better connect with the brands they love by having a two-way dialogue with an engaging advertisement.
In August, Nuance Voice Ads expanded to Europe through a partnership with Widespace, Europe’s leading premium mobile advertising company, and, today, Nuance Voice Ads makes its United States debut as part of Mobile Theory and Opera MediaWorks’ new mobile campaign for JetBlue.
Dubbed, “Air on the Side of Humanity” JetBlue’s new campaign focuses on providing more thoughtful and respectful in-flight customer service to travelers, and presents it through the perspective of the pigeon, one of the most underappreciated frequent fliers.
Nuance Voice Ads will provide a unique and interactive component to the mobile campaign, as users will be able to learn how to “speak pigeon” through the engaging advertisement. After opting-in, users are greeted by an image of a pigeon. From there, the advertisement prompts users to speak, and as they do, sounds and words scroll across the screen, forming an entire sentence. If users complete two sentences they’ll receive a medal and have the option of replaying the exercise. They’ll also receive a link to the campaign’s microsite.
JetBlue’s campaign is the latest example of how Nuance Voice Ads is demonstrating the value and potential of voice recognition technology in the mobile advertising space. By advancing a user beyond the standard one-dimensional banner or pop-up advertisement on mobile devices, voice delivers a new avenue for consumers to better engage with their favorite brands and retain an advertisement’s valuable information – be it a sale on a certain product, an exclusive deal at a nearby store or a simple entertainment offering. As Nuance says: “Let’s start the conversation.”
For more information on JetBlue’s campaign, visit its microsite here.