TitleToo Many T's – Featuring Alexa
BriefA common way of promoting an upcoming artist to a bigger audience is by “featuring”: inviting an already famous guest artist on a track, usually from the same label. TMT’s don’t have these connections, still they managed to get a feature – the first one ever – by one of the most famous voices worldwide:Alexa, the #1 AI voice assistant by Amazon, present in more than 100 million homes around the globe.Featuring Alexa is the world’s first song in collaboration with the voice of an AI. It can be performed live anywhere, anytime.After researching and testing thousands of Alexa interactions, we found the auto-tune command on which the song is based. The story of the song starts with a prologue where TMT’s come up with the idea of copying Kanye West’s recipe for success – auto-tune – to get famous themselves. As naturally, they can’t sing in auto-tune, they jokingly ask Alexa if she can, to which she replies with a version of Kanye West’s famous “Heartless” auto-tune chorus. The song starts, and TMT’s fantasize about their now guaranteed fame, interacting with Alexa who raps, sings and drums. She calculates how much plays they need to make a million dollars from streaming revenue, then plays TMT’s album title track in the end on viewers stereos, generating actual streaming revenue.
Agency
Campaign Too Many T's – Featuring Alexa
Advertiser Too Many T's
Brand Too Many T's

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About Serviceplan Group

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What binds us all together is the passion to develop and to coach fascinating brands. Brands that are economically successful and that evoke emotions in the minds of consumers – in other words, best brands. Innovative communication is the path to this goal. That means finding new ways to move the hearts of consumers: creatively, through media, technologically and by integrating all three.

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Latest News

Serviceplan Switzerland Create An Incorrigible campaign for Ragusa Chocolate

A witty new campaign from Serviceplan Switzerland for popular Swiss chocolate brand Ragusa, celebrates people’s incorrigible character traits.

Ragusa is one of the most popular brands in Switzerland. The traditional chocolate produced by family company Camille Bloch was invented over 75 years ago, and has stayed true to itself ever since. 

Ragusa has “The same basic recipe, traditional premium quality and the same edginess”, explains Fabienne Leuenberger, Brand Manager at Ragusa

When you can claim such a strong brand essence as your own, it's an asset you don't want to give away. Ragusa's authentic character is placed at the core of the current brand communication. “Incorrigible” is the claim of the new campaign by Serviceplan Suisse that has been generating attention in Switzerland.

This new campaign features 4 films and 4 posters depicting humorous scenes of incorrigible people and titled; ‘Laptop’, ‘Lift’, ‘Meditation’ and ‘Supermarket’. The dictionary definition of an incorrigible person or incorrigible behavior being someone or something that is impossible to change or improve.  This repositioning of Ragusa stays true to the core of the brand, its enduring quality and traditional recipe.  

“We wanted to show that Ragusa is just like all of us: not perfect, but full of character. Incorrigible, basically.” Said Serviceplan SuisseExecutive Creative Director Raul Serrat. He added: “Ragusa is holding on to its authenticity – stubbornly, but with great confidence.” 

The new campaign plays on Ragusa's originality, and the uniqueness of the people who enjoy it. From this initial thought, the team around creative directors Florian Birkner and Simon Staub developed a campaign that is just as original as Ragusa – with a new layout, attention-grabbing headlines, social media activities and 4 films. 

With a cheeky sense of humor, the campaign brought everyday people and their incorrigible character traits to the fore, to strengthen the cult factor of the brand and bring to the attention of a younger audience. The films were made by multiple award-winning director John Grammatico, whose comic intuition enabled him to create short films that were just the right amount of weird to work well on social media. In a unique tonality, they presented everyday characters and their idiosyncrasies, with small stories taken from real-life that we can all identify with.

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