Nuance - Enigma Marketing Services
Dramatised videos demonstrate product benefits
OVERVIEW

There was a single, overarching objective that kept us focused throughout this project: generate more leads for Nuance by making its speech recognition application, Dragon Dictate, more exciting and more compelling. Up to that point, Dragon Dictate had been reliant on traditional marketing tactics – brochures, datasheets and so on. While there’s always a place for collateral like that we felt something was missing and decided the most effective way to explain Dragon was not to explain it at all but to demonstrate it.

Nuance after effects comp

Challenge

When Nuance asked us to reinvigorate its voice-control software, Dragon Dictate, we accepted the challenge. How do you demonstrate the capabilities of a complex tool in a way that immediately brings it to life for different target audiences? The approach we took was show, don’t tell, brought to life through an integrated campaign with a simple effective message, backed up by memorable assets.

Response

We took our inspiration from one of the voice commands within the tool, and gave the campaign a simple, on-message strapline - ‘what can I say?’. Then we created a series of videos, each tailored for a specific target market. Showing the product in use with a clear demonstration of the ease and effectiveness of the tool, the videos were supported by programmatic ads, paid social, sponsored content, display, and other means.

Outcome

Taking its inspiration from a spoken command in the Dragon menu, 'what can I say?' could almost have become 'what CAN'T you say?'. The best way to demonstrate the power and flexibility of the tool was to show how it can be used – and what better way than through the use of video.

Sometimes it really helps to be able to show how a product works to demonstrate its benefits. That's the case with Dragon Dictate. Our video series really brought the story to life.

James O'Flaherty
  • Group Account Director
  • Engima Marketing

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