Innovative AI-driven Campaign by Milka Creates Personalised Songs by Dutch Singer-song rapper Snelle

Today, Milka launches an AI campaign to spread personalised tender raps by renowned Dutch singer-song rapper Snelle. With this campaign, the beloved chocolate brand elevates the partnership with Snelle to the next level. It creates music videos with personalised songs leveraging three types of AI. Now everyone across the Netherlands can transform a personal message into a tender rap within seconds. This pioneering AI campaign marks a significant milestone in personalisation at scale.

This campaign aims to increase Milka’s visibility, enhance customer engagement, and convey the mission ‘spreading tenderness’ of the chocolate brand. In line with Milka’s mission, it allows everyone to share their tender feelings and affection. Expressing feelings of affection to partners, friends or family is not always easy. Consumers can create a unique video by scanning a QR-code on the packaging of the Milka chocolate bar and simply inputting a short message about their intended recipient. The words are then beautifully sung and perfectly lip-synced by Snelle himself into a heartwarming video.

The Milka campaign is developed by Ogilvy Netherlands, and the Snelle partnership deal is fuelled by Crocodile agency. A great example of multilateral purposeful partnership. It is using technology that combines three AI engines - Open AI powers the lyrics in Snelle's style, Uberduck is responsible for voice cloning and HeyGen produces a lifelike video with flawless lip synchronisation. Together, they craft an experience that is engaging, personal and touching. The campaign will be promoted through online and offline channels, paid and organic social, out of home and on digital banners. Snelle's own channels also play a significant role in promoting the campaign. Here is the full story: https://vimeo.com/911596577/c90506db18.

Dmitry Klochkov, Marketing Lead Benelux at Milka: "We believe in the power of tenderness. This campaign is a wonderful way to spread thoughtful messages, especially when it’s hard to say them. This AI campaign contributes to our position as a brand inspiring acts of empathy across the world, and takes our partnership with Snelle to unprecedented heights."

Singer-songrapper Snelle: "Creating this campaign was fantastic. A completely different way to engage with my craft. I am naturally curious and found it interesting to explore the possibilities of AI. You can either fear and avoid it, or you can explore what AI can do for you. In this case, it has opened up a new world. I am astounded by how real the video’s look. With the help of AI, I can personally serenade all of the Netherlands. Isn't that amazing?"

Tolga Buyukdoganay, Chief Creative Officer at Ogilvy Netherlands: "With this campaign for Milka, we embrace the future of personalised content. It wouldn’t have been possible 3 months ago, the technology is evolving so fast. This pioneering collaboration opens a new frontier in content customisation at scale, where every generated song resonates with real emotions."

Credits

• Client – Milka, Mondelēz International
• Anne-Lynke Kikstra, Abigail Jacobs, Maxime Dujardin
• Creative agency – Ogilvy Netherlands
• Chief Creative Officer: Tolga Buyukdoganay
• Creative: Henk Nieuwenhuis
• Account Management: Bridget Christensen-Bakker, Tim Phoelich
• Talent Management agency – Crocodile Agency
• Business Owner: Tamara Couperus
• Project Owner: Lonneke De Boer, Tess Bekker