The Challenge
Bing is a well loved and award-winning children’s brand across the world. UK based Acamar Films, who produce Bing, wanted to leverage voice-technology and smart speakers as a new way to deliver their content to both little “Bingsters” and grown ups too.
The Insights
Bing’s core audience is pre-schoolers who - despite being increasingly familiar with smart-speakers - lack the same vocal tones and clarity as adult users.
We needed to create an experience they wanted to interact with, without frustrating or disempowering them.
Alexa usage by families with young children is most prevalent from 3pm - 8pm. We needed to offer an experience which complemented and didn’t disrupt family routines.
The Solution
A voice-driven experience for users who are just finding their voice. Powered with over 60 minutes of exclusive Bing content, ‘Bing Time’ brings together new scriptwriting, high production values and technical innovation to deliver exclusive audio stories, play-along games and a selection of Bing music and songs.
Designed with Bing’s young audience at its heart, the Skill responds to the rhythm of a child’s day; encouraging movement and active play during the morning and afternoon, while offering calmer bedtime stories and sleepy music in the early evening.
What makes Bing Time Great?
Specifically selected by Amazon to feature in their 2021 UK Kids+ launch and licensed as an exclusive release for their subscribers.
Three categories of content available within one Skill – stories, songs and games – brilliant value for users.
An effective voice Skill for preschool users who are either not fully verbal or don’t have the same vocal tones as adults. By removing complexity or limiting voiced-choices, ‘Bing Time’ ensures that Bingsters can enjoy the Skill without frustration or constant adult supervision.
Slow and fast paced content allows Bingsters to use the Skill in various situations, times and moods. ‘Bing Time’ automatically switches to a Bedtime Mode post 8pm (local time).
Dwell time is excellent for an Alexa Skill at 9 minutes (the average session time for an Alexa Skill in normally below 2 minutes).
Uses advanced implementation of Amazon Presentation Language (APL) to bring rich visuals to screen based devices and high quality audio to the Alexa Skill – better quality than many other preschool voice apps.
Over 60 minutes of unique and original content, professionally recorded and voiced by the real actors.
Selected Media Coverage
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