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Objectives

PENNY, one of Europe’s largest retailers, wanted to create a nationwide dynamic audio campaign that created a deeper sense of familiarity for customers, featuring +220 Penny stores, 26 different products and dynamic prices for each market.

Solution

PENNY was Omnicom Germany's first customer for their internally developed AI product “S.A.R.A” (Speech & Audio Real-Time Automation), in which AudioStack's technology is an integrated component. AudioStack cloned an exclusive brand voice for PENNY, which allowed the brand to maintain their sonic brand identity.  AudioStack’s tech and voice clone was used to produce over 2,800 personalized, dynamic audio spots, fully automated and in real-time. Through local shoutouts of their nearest store and dynamic offers, PENNY was brought closer to consumers than ever before, something that would not have been feasible with traditional audio production.

Results

Local relevance improved dramatically and production time and cost decreased significantly. The campaign was also awarded the German Media Award 2024 (“Deutscher Mediapreis”).

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