We’re delighted to announce the launch of the Human Test, a unique voice experience to promote the upcoming season three of the critically acclaimed Channel 4 show Humans.
Set in an alternative present, Channel 4’s Humans explores what happens when the line between human and machine becomes blurred. First launched in 2015, it became Channel 4’s most successful original drama to date, and has gone on to win multiple awards.
Update: read about how we went about building The Human Test here.
Having won creative Baftas for the promotional campaigns for the show’s first two seasons, Channel 4 sought to raise the bar and develop a unique and innovative experience through the Amazon Alexa and Google Assistant voice platforms, and chose Screenmedia as their partner to bring it to life.
Working with 4Creative, Channel 4’s in-house creative agency, and Glasgow-based copywriting agency Blackad, we crafted a Turing-style test to determine if the show’s fans were humans or ‘synths’ trying to hide among the population.
Administered by the fictional National Synth Detection Unit, the test takes users through one of four sets of unique questions using a mix of rich media, recorded audio, and the native assistant voices. At the end of each test the user’s personality type is revealed, taken from the Official Synth Manual created by the show’s production company Kudos, and users are directed to a companions site, NSDU.co.uk, to share their results.
With more than 25% of homes in the UK expected to own a smart speaker this year, voice is an increasingly important channel for brands to engage with their audiences. Both Amazon and Google are fostering rapidly developing ecosystems, with over 40,000 experiences available across the two platforms and smart speakers have quickly become part of people’s daily routines.
With near-frictionless activation of a voice experience in the home (and soon the car and workplace) voice experiences provide a great opportunity for media brands to drive consumers to engage with their brands, prompted by advertising, broadcast content, and online promotion. Whether providing additional or behind the scenes content, engaging standalone entertainment experiences, or functional skills to help the user at home, voice is a perfect fit for innovative media companies, buoyed by a curious and enthusiastic user base.
The Human Test is available on the Amazon Echo, Google Home, and through the Amazon Alexa and Google Assistant apps on mobile, and launched with a wide ranging promotional campaign on television, radio, and online.
If you are interested in finding out how voice could work for your business, get in touch, we would love to chat.