The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Radio & Audio

Featuring Alexa

Agency SERVICEPLAN GERMANY / Munich

Client Too Many T’s
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Annual ID

OS_RA19063M

About the Work

Too Many T’s are an independent DIY Hip Hop crew from South London, known for their lyrical skills, creative music videos and live performances. They wanted to make the next step towards a bigger global audience in 2018. On a major label, a common way to reach a bigger audience is by “featuring”: inviting an already famous guest artist on a track. TMT’s don’t have these connections, still they managed to get a feature by one of the most famous voices worldwide: Alexa, AI voice assistant by Amazon, present in 100+ million homes worldwide. Featuring Alexa is the world’s first song in collaboration with the voice of an AI. This allows TMT’s to perform live anywhere, anytime. The Result: 83m contacts, generating $25m in free media. 12m combined views on YouTube, Facebook and Instagram. 1.6m interactions with Alexa in 37 countries. 127% more plays, 35% more followers on Amazon Music.