Mullen’s Nuance Campaign Speaks Volumes

BOSTON Mullen this month launches its first consumer-focused integrated campaign for Nuance Communications’ speech recognition software known as Dragon NaturallySpeaking 9.

The effort from the Interpublic Group-owned shop in Wenham, Mass., includes online product demonstrations, in-flight video and print ads designed to demonstrate the product’s ease-of-use, accuracy and efficiency. The line “Turn talk … into text!” is prominently featured.

The company claims its software can generate up to 160 words per minute, allowing users to create documents about three times faster than they could by typing. Voice-driven Web surfing will also be promoted.

Online executions are scheduled to run this month on CNET, MSN, Wired and Yahoo, among others. The print component will debut in newspapers and magazines such as BusinessWeek, The New York Times and The Wall Street Journal. In-flight video will run on American and United Airlines.

“Our consumer research proved to us that ‘seeing is believing,’ and the campaign looks to engage the consumer in the user experience,” said Peter Winch, vice president, account director at Mullen. “We’re showing busy professionals how Dragon NaturallySpeaking can make them work faster and more efficiently.”

Spending was not disclosed but is likely in the low-seven-figure range. The client is based in Burlington, Mass.

—Adweek staff report