| Title | SOUNDS EASY |
| Campaign |
SOUNDS EASY
|
| Advertiser |
Yandex
|
| Brand |
Yandex Skill in voice assistant Alice
|
| Posted | December 2020 |
| Business Sector | Internet Sites (Excluding ISPs) / Apps.
|
| Story | Up to 70% of Russian preschoolers suffer from speech disorders. But there aren’t enough speech therapists.To help the kids and make the training accessible Yandex created the Sounds Easy tool. It is the new way of speech training – a song-based practice integrated into a voice assistant Alice with 45 mln users.The skill was made in collaboration with speech therapists and singers-songwriters. We also turned the speech training into a song-based game: in order to work on a problematic sound, the kid had to sing a special song.Sounds Easy became one of the two most popular skills in Alice's children's category. It was acknowledged by the Ministry of Education and was added to the school curriculum during the quarantine-2020. |
| Problem | Yandex is a Russian technology company that has a whole ecosystem of services for modern life: from search to taxi, food delivery, movie streaming, etc. Yandex also designed Alice, the most popular AI assistant in Russia.To help children with speech sound disorders Yandex added a speech training tool in a game-based form to Alice. |
| Media Type |
Digital
|
| Creative Director |
Alexandra Novokhatskaya
|
| Senior Producer |
Inna Omelchenko
|
| Copywriter |
Konstantin Pudan
|
| Copywriter |
Valentina Ekimian
|
| Copywriter |
Alexey Kalyan
|
| Art Director |
Vasilii Ovchinnikov
|
| Art Director |
Nikolay Nikitin
|
| Production Company Producer |
Olga Zarenok
|
| Production Company Producer |
Ekaterina Kovaleva
|
| Marketing Director |
Petr Abroskin
|
| Product Manager |
Galina Tomashevskaya
|