Sparking a global conversation was at the core of the launch strategy for Q - the first genderless voice for AI assistants. The voice has been created for implementation by the big four tech companies, but rather than approaching them ourselves, we rallied the internet to lend their voice through a mix of PR driven mechanics. By tapping into the global LGBTQ community and key opinion leaders in technology, we drove both the support and action for Q’s implementation.
And the strategy paid off: A global tech company has agreed to sponsor the creation of Q. The voice is currently undergoing digitization for implementation across all voice-based AI frameworks and will be available in summer 2020 as an open-source file.

We launched both a launch film for context and a piece of video and audio content with only Q speaking - specifically designed to fuel the conversation and debate on how the voice sounds, replicating the blue/gold dress phenomenon.

Alongside this, we launched an interactive website where Q reads an open letter calling on the need for implementation across voice-assisted products.
Built into the website was a sharing mechanic. Once the letter finishes, users are prompted to lend their voice and share to get Q implemented by Apple, Amazon, Google, and Microsoft. The sharing dialogue automatically tags the companies, with a simple pre-populated message: Meet Q -The First Genderless Voice.

For the launch, the story and content were distributed to two major news media outlets to ensure we hit different target groups. We planned exclusive stories with The Guardian - focusing on gender inclusivity, and Wired - focusing on tech and AI.
They both ran on the morning of the 11th of March - the same day we officially launched Q at Equal AI’s press conference at SXSW, whereby we engaged some of the big four tech companies.

After the exclusive, we formed a press pack featuring press releases for the different story angles, videos, audio clips, interviews w. experts, and stills. The creators behind Q and the featured experts were all on call and spoke to journalists from all around the world.

Report from mentions.com and muckrack.com
From March 4th 2019 to March 28th 2019.

Total reach: 6.7 B
Total shares +50.000
Average shares 515
Journalist reach 1,380,571
Companies who reached out to implement Q: +50

General press highlights:
CNN, Fox News, BBC, The Telegraph, Bloomberg, Forbes, NowThis, The Mirror, CNBC, The Guardian, Yahoo News, VICELAND, Bloomberg, Daily Mail, Evening Standard, ABC, NPR, El Pais, Financial Times, GQ, Trendhunter, The Inquirer, Metro, MSN, Japan Today and The Hindu.

Tech press highlights:
Fast Company, Wired, The Future Laboratory, TechCrunch, Techrabyte, Geek.com and Techtimes

Industry press highlights:
AdAge, Adweek, Campaign Live, It’s Nice That, Design Taxi and Mumbrella.

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