AKQA Digital, Case study The Snow Fox, 2 by Akqa San Francisco

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The Snow Fox, 2

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Industry Advertising agencies, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Akqa San Francisco
Creative Director Elijah B. Torn
Art Director Felipe Yamaoka
Senior Copywriter Graham Davis
Released October 2016

Awards

Cannes Lions 2017
Digital Craft Function: Design; Construction; Experience: Native & Built-In Feature Integration Bronze Lion

Credits & Description

Title: The Snow Fox
Agency: Akqa
Brand: Akqa
Country: USA
Entrant Company: Akqa, San Francisco
Advertising Agency: Akqa, San Francisco
Pr Agency: Pmk*Bnc, Los Angeles
Group Creative Director: Johnny Budden (Akqa)
Senior Copywriter: Graham Davis (Akqa)
Senior Designer: Elton Rhee (Akqa)
Art Director: Felipe Yamaoka (Akqa)
Senior Software Engineer: Pj Cook (Akqa)
Principal Software Engineer: Kim Summerskill (Akqa)
Executive Technical Director: Regardt Meyer (Akqa)
Senior Creative Developer: Owain Llewellyn (Akqa)
Associate Director Of Film + Motion: Bienvenido Cruz (Akqa)
Director Of Qa: Jon Drake (Akqa)
Senior Qa Analyst: Jasvinder Badh (Akqa)
Senior Qa Analyst: Darya Mishustina (Akqa)
Program Manager: Chris Yew (Akqa)
Managing Director: Keith Haluska (Massivemusic)
Senior Creative Director: Elijah Torn (Massivemusic)
Composer: Asha Iwanowicz (Massivemusic)
Illustrator: Jonathan Dahl (Freelancer)
Typography: Antoine Christian (Akqa)
Execution:
SiriKit brilliantly brought this idea to life, applying a native technology already used by 98% of iPhone users to guide the story. In fact, because Siri is so commonly used, the story often understood the reader’s speech patterns before they even begin reading, and grew stronger and stronger with every word. This level of personalization combined with SiriKit’s already incredible 95% accuracy rate allowed us to build a fluid story that only rewarded children for correctly pronounced words and sentences. We rigorously tested the app with adults and children and analysed the results that Siri would return, looking for speech patterns and any words that seemed to be giving the readers some trouble. Using this information, we managed to create an alternative words matching framework to sit atop the response that comes back from Siri to help us achieve an even greater level of accuracy and fluidity.On day two of its release, The Snow Fox was recognized by Apple as one of its “New Apps We Love” and has maintained a 4.5-star rating on the app store ever since—receiving downloads from 43 countries in the process. More importantly, teachers in North America and Europe have already begun integrating The Snow Fox into their lesson plans as a learning tool. But there’s been no better feedback than what we’ve received from parents of children with disabilities, who’ve said their little ones have developed a newfound confidence while using the app.
Campaign Description:
The art of the children’s book has suffered in the mobile era, impacting the learning and enjoyment of reading. The Snow Fox is a personalized children’s book app that comes to life by voice using iOS 10’s SiriKit technology, giving little readers the power to turn still illustrations into a beautiful moving story using their own words. The story turned voice into a reading gesture—a mobile first—seamlessly recognizing and highlighting words as they are read out loud correctly. This turned words and even full sentences into triggers for anything: making a character grin, dimming the sky, hearing a noise, and beyond. The technique rewarded children for learning to read while instilling an added sense of responsibility on each page – they can see their words have an exciting effect on everything that is happening in front of their eyes, giving them a new incentive to get those words right.