The Times: Radio

Credits & Description:

Campaign: JFKunsilenced
Brand THE TIMES/NEWS UK & IRELAND
Entrant ROTHCO | ACCENTURE INTERACTIVE DUBLIN
ROTHCO | ACCENTURE INTERACTIVE Dublin, Ireland Entrant Company
ROTHCO | ACCENTURE INTERACTIVE Dublin, Ireland Idea Creation
ROTHCO | ACCENTURE INTERACTIVE Dublin, Ireland Production
SCREEN SCENE Dublin, Ireland Production
THE TIMES London, United Kingdom PR
THE TIMES London, United Kingdom Media Placement
CEREPROC Edinburgh, United Kingdom Additional Company
Patrick Hickey Rothco | Accenture Interactive CEO
Alan Kelly Rothco | Accenture Interactive Executive Creative Director
Paul Hughes Rothco | Accenture Interactive Creative Strategy & MD
Richard Oakley The Times/News UK & Ireland Editor
Alan Byrnes Rothco | Accenture Interactive Lead Producer
Ste Rogers Rothco | Accenture Interactive Creative Director
Jill Byrne Rothco | Accenture Interactive Public Relations
Sally Oldfield Rothco | Accenture Interactive Operations
Shane O'Riordan Rothco | Accenture Interactive Designer
Jenna Plant Rothco | Accenture Interactive Producer
Paul Power Rothco | Accenture Interactive Visual Editor
Lauren McNinney Rothco | Accenture Interactive Voice Over Artist
Chris Pidcock CereProc Chief Technology Officer
Published: April 2018
Synopsis:
On November 22nd, 1963, JFK was on deliver a hugely anticipated speech to a packed Dallas Trade Mart.
But then he was silenced.
Over 54 years later, using the latest technology, we're insillenced him so that his speech can finally be heard.
Synopsis
Situation : The Times was seen as a paper with a narrow mindset. This wasn’t actually true.
The Times prides itself on having many differing opinions and voices on any particular story.
Brief : Help launch the Times ‘Find your voice campaign’ to its readers and potential readers around the world.
Objectives : Reposition The Times as a paper that represents many differing voices.
Strategy
Data gathering : We spend months researching and collecting every single piece of Kennedy audio available. In the end we used 831 speeches in the process.
Data interpretation Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Targeting We then gave all our readers the chance to hear the full speech.
Relevancy
Data aggregation, is an art & science. Data usually sharpens the story in our case it made it possible to tell it.
In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech.
In 2018, data enhanced creative technology brought his Unsilenced speech
to the attention of over 1 billion people.
Outcome
Data enhanced consumer experience - Readers could finally hear The Trade Mart speech 55 years after President Kennedy’s death.
Data driven behaviour change - Thousands of new subscriptions enquires (17k)
Business impact - Over 1 billion media impressions & every one of our rivals covered the story.
Media Strategy
Data journey The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of old speeches of varying quality and audio.
Implementation This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3milliseconds in duration.
Data integration Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Application The application allowed us to finally hear the Trade Mart Speech delivered in JFK’s own voice.
Campaign Description
Data insights : This was an example of using data, in this case 831 pieces of audio data, to bring our ‘Find your voice’ campaign to life.
Innovation : Use the data from 831 old Presidential speeches to create a new one.
Originality This was a world first for data enhanced creative storytelling.