TM: AIDENTITI KITA
10. Craft Kancils [10.20 Music & Sound Design on Digital Experiences]
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Links:
https://sejutasuara.com/
Product/Service:
Festive Brand Campaign
Client:
TM
Brief:
Malaysia prides itself for being multilingual. Yet, most of its native languages and dialects aren't commonly spoken or understood by different ethnicities. How can TM ignite their brand purpose of engaging people from all ages with the potential of AI technology to bridge language barriers?
Solution:
Through linguistic AI training and the integration of 7 APIs and AI technology, TM created an AI music platform with voice cloning and lip-syncing capabilities. This Merdeka, thousands of Malaysians were able to celebrate unity in a way never thought possible '“ singing the popular and prideful song 'Gemuruh' in languages and dialects they've never spoken before.
On the microsite, users were able to record their voice, take a selfie, choose a desired language and generate their song to be shared with friends and family. A total of 10,194 voices were submitted '“ all brought together to create Malaysia's Largest Choir as a 360-degree spatial audio experience at https://sejutasuara.com/
The song made waves across digital and social media, on-ground and even at the Merdeka Parade '“ garnering 65.1 million impressions, 23.4 million reach and 63% conversion for first-time AI users.
