A Symphony of Technology and Tenderness
In an era where technology and personal touch often seem at odds, Milka, the beloved chocolate brand, has unveiled a pioneering campaign that harmonises the two with remarkable creativity. In collaboration with the renowned Dutch singer-song rapper Snelle, Milka has launched an AI-driven initiative across the Netherlands, transforming personal messages into bespoke tender raps. This campaign not only showcases Milka’s commitment to spreading tenderness but also marks a significant milestone in personalised advertising at scale.
Crafting Connections Through AI
The essence of this campaign lies in its innovative use of artificial intelligence, leveraging three distinct AI technologies to create music videos that carry personalised songs. Consumers can now convey their feelings of affection—something that can often be challenging to articulate—through a heartwarming video by simply scanning a QR code found on Milka chocolate bars. Upon entering a brief message, the words are masterfully turned into lyrics, sung, and lip-synced by Snelle, resulting in a uniquely touching video.
The Trio of AI Marvels
The technological backbone of this campaign comprises OpenAI, Uberduck, and HeyGen. OpenAI crafts the lyrics in Snelle’s distinctive style, Uberduck brings his voice to life through cloning, and HeyGen ensures the video is as lifelike as possible with flawless lip synchronisation. This trinity of AI engines has enabled an engaging, personal, and deeply moving experience for users, setting a new benchmark for digital innovation in advertising.
A Collaborative Triumph
Developed by Ogilvy Netherlands and powered by the partnership management of Crocodile agency, the campaign is a testament to the power of collaborative innovation. It represents a purposeful partnership that extends beyond mere marketing, aiming to foster genuine connections among people. The initiative is promoted through an array of channels, including social media, digital banners, and Snelle’s own platforms, ensuring widespread visibility.
Voices from the Forefront
The campaign has garnered enthusiastic responses from key figures. Dmitry Klochkov, marketing lead Benelux at Milka, emphasises the brand’s belief in the power of tenderness, viewing the campaign as an instrumental tool in spreading thoughtful messages worldwide. Snelle, on the other hand, has expressed his fascination with the potential of AI in reshaping artistic engagement, marvelling at the realism of the videos and the novel way it allows him to serenade the entire country.
Tolga Buyukdoganay, chief creative officer at Ogilvy Netherlands, heralds the campaign as a leap into the future of personalised content, made possible by the rapid evolution of technology. He notes that such a feat would have been unimaginable just three months prior, highlighting the swift advancements in AI that have opened new frontiers in content customisation and emotional resonance.
Conclusion: A New Era of Emotional Engagement
Milka’s AI campaign with Snelle is more than just a marketing strategy; it’s a bridge between technology and human emotion, offering a novel way for individuals to express their tender feelings. By seamlessly integrating AI with creative content, Milka has not only elevated its brand mission but has also set a new standard for personalisation in advertising. As technology continues to evolve, the possibilities for genuine, emotion-driven engagement seem boundless, promising a future where brands can connect with their audiences on an unprecedentedly personal level.
