The Brief
Raise market awareness and generate leads for NICE’s Real-Time Authentication (RTA) Voice Biometrics solution within the banking industry. Establish NICE as a market leader in the space.
The Problem
As the banking sector goes through a digital transformation, consumers seeking help from customer service get frustrated when faced with a bot vs. a human agent.
This becomes an issue for customer service teams whose performance are reviewed based on speed and sentiment scores.
Our challenge was to convince customers that NICE’s RTA Voice Biometrics solution would not become a burden, but instead, enhance their team’s performance.
Solution
How do you humanise a digital solution? By reminding people that the product’s unique proposition was its most powerful asset. Our voice, after all, is the most natural and innate language in the world.
We launched the campaign: Driving innovation through Voice Recognition, the most natural language in the world.
To get a better understanding of user concerns and adoption readiness, we conducted a survey with 900 respondents in 6 markets and created the first ever Asia-Pacific (APAC) focused consumer research on Voice Biometrics. The research presented key audience insights and provided solutions for banks to change the conversations with their customers from “Who are you?” to “How can I help you?”
The campaign visuals contain elements inspired by the uniqueness of voice sound waves, with clever headlines that resonate with the target audience: “Voice Biometrics. Banking on My Voice” and “Banking That Speaks for Itself” - and this concept was extended to the campaign microsite, which was designed to be highly interactive for greater audience engagement.
To amplify the message, we leveraged NICE employees’ business network on LinkedIn with paid media - driving more traffic to the RTA interactive microsite. This social selling approach gave NICE a huge boost to its reach, expanding to audiences beyond its database.
Results
NICE’s RTA awareness campaign saw: 34,542 unique visitors to the APAC RTA microsite, 56,907 in page views, 60 pieces of coverage across APAC including key hits such as Yahoo!, The Borneo Post and Broadcast – generating a final count of USD 2.91M in total SQL value within 1.5 months.
