Samsung asked us to get involved with their ‘voice assist’ technology, Bixby. They wanted us to create a consistent personality for Bixby that would align across five distinct markets.

Our people got to know everything about Bixby, so much so that we helped create the brand rule book. We then held copywriter workshops across Europe to coach Samsung’s teams in how to write fluently using Bixby’s new voice.

We ran three rounds of focus groups per market (profiled to match the audience) to check that people understood the humour of our playful responses — and ‘got’ the deadly serious ones. And from that we crafted more than 10,000 individual responses to almost every imaginable question. Bixby now works across all Samsung devices. And across all markets.