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MY LINE Powered By Google

MY LINE Powered By Google | Ministry of Communications and Information | Mullenlowe Ssp3
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basics
Industry: Internet sites & Services
Media:Cyber
Market:Colombia
Style: Minimalism
descriptioncnen
Synopsis
In the last years, the Government of Colombia, through the Ministry Of Communication and Technology, achieved the largest penetration of Internet in the history of the country. Regardless of all the efforts that have been made, many people in different regions are still having no access to Internet or Smartphones, due their remote geographical location. How can we get all those people closer to all the information they’re missing?
Strategy
Many people in different regions of Colombia are still having no access to Internet, due their remote geographical location. How can we get all those people closer to all the information they’re missing? We created MY LINE, a telephone landline people can call no matter the moment or the device. The only thing they need to do is: call 6000913 and ask whatever they want to. My Line brings the power of Google Assistant to anyone with access to a standard phone line. This technology makes search in artificial intelligence available to people without a smartphone or a computer. After placing a call to a regular local telephone number, the caller can ask to Google Assistant the question. In just seconds, we process the question in our software and connect with Google Systems in the cloud. My line receives the response and speaks it back to the caller by phone.
Outcome
For the first time in history, 99.3% of the population of the country have access to the information available in the Google Systems.
Execution
Many people in different regions of Colombia are still having no access to Internet or Smartphones, due their remote geographical location. That's why we created MY LINE Powered By Google, a traditional telephone landline people can call no matter the moment or the device. The only thing they need to do is to call 6000913 and ask whatever they want to. My Line brings the power of Google Assistant to anyone with access to a standard phone line. This inclusive technology makes search in artificial intelligence available to people without a smartphone or a computer. After placing a call to a regular local telephone number, the caller can ask to Google Assistant the question. In just a second or two, we process the question in a custom software and connect with Google Systems in the cloud. My line receives the response and speaks it back to the caller by phone.
CampaignDescription
In the last years, the Government of Colombia, through the Ministry Of Communication and Technology, achieved the largest penetration of Internet in the history of the country. Regardless of all the efforts that have been made, many people in different regions are still having no access to Internet or Smartphones, due their remote geographical location. How can we get all those people closer to all the information they’re missing? We created MY LINE Powered By Google, a traditional telephone landline people can call no matter the moment, the place or the device. The only thing they need to do is to call 6000913 and ask whatever they want to. In seconds My Line receives the response and speaks it back to the caller by phone.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Gold Direct
Digital & Social > Use of Mobile
Cannes Lions International Festival of Creativity 2018
Gold Mobile
Innovative use of Technology
Cannes Lions International Festival of Creativity 2018
Gold Mobile
Social Purpose
Cannes Lions International Festival of Creativity 2018
Silver Brand Experience & Activation
Tech-led Brand Experience
Cannes Lions International Festival of Creativity 2018
Silver Direct
Channels > Use of Technology
Cannes Lions International Festival of Creativity 2018
Silver Direct
Use of Real-time Data
Cannes Lions International Festival of Creativity 2018
Silver Mobile
Use of Advanced Learning Technologies
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Use of Mobile & Devices
Cannes Lions International Festival of Creativity 2018
Shortlist Mobile
Excellence in Mobile Campaign & Messaging
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