Campaign for social audio app Buz ropes in Southeast Asian celebrities for a more vocal world

For its most recent campaign, leading social audio app Buz focuses on the power of the human voice and its ability to forge deep connections.

Created by Singapore-based Vocalbeats, Buz is an audio-based social app that aims to be the world’s largest audio platform, connecting users through voice. Built around the theme Voice Connects, the multimedia campaign features a film as well as out of home media, and will use platforms including YouTube, Meta, and TikTok across Thailand, the Philippines, and Malaysia.

To create the commercial, Buz worked with agencies across the region in a collaborative manner with concept and storyboarding developed by Goodzilla from China, and production handled by director Thay Littchai, together with The Sweet Shop in Thailand. The Singapore-based creative team also provided in-house oversight throughout the process. A spokesperson for Buz said, “We chose these partners for their expertise in storytelling and their understanding of the nuances of voice communication, which aligns perfectly with the core message of the app.”

The campaign highlights the app’s ability to empower users to connect at a deeper level through real-time voice communication. The films feature several instances of families and loved ones experiencing the joy, excitement, and warmth of authentic voice interactions. From a mother working late who has an emotional moment on hearing her child say "mama," to an office worker finding comfort in her partner’s off-key serenade as she walks down a dimly lit street, the campaign highlights Buz’s ability to strengthen connections.

To engage better with the audiences across its key Southeast Asian markets, the films have tapped into popular celebrities and key opinion leaders from each country — for instance, Malaysian musician and host Ain Edruce; celebrity couple Maylada Susri (Bow) and Teeradetch Metawarayut (Alek) from Thailand; and actress and recording artist Barbie Forteza, alongside David Licauco, a versatile actor, model, and businessman from the Philippines. The strategic casting of familiar and beloved characters has ensured the spread of the campaign’s message to a wider audience. 

Building the Buz

The minimalist user-friendly approach of the brand finds expression in an all-lowercase logo with a rounded font, designed by renowned Japanese designer Mizuno Manabu. The ‘voice connects’ tagline captures the app’s core offering. This straightforward approach extends to Buz's interface which facilitates seamless user engagement through its suite of voice-powered features.

Free from text fields and intricate menus, Buz eliminates digital distractions, allowing users to focus solely on the person they are speaking with. The push-to-talk button encourages spontaneity, inviting users to reach out in the moment, without the pressure of crafting the perfect message.

Designed with accessibility in mind, Buz breaks down communication barriers of age, literacy, or language. Audiences such as seniors who may find typing challenging and prefer verbal interaction, can easily connect with loved ones using their voices. Buz also allows neurodiverse individuals who can express themselves more freely through voice, fostering a sense of inclusion and belonging.

In addition,  Buz incorporates AI-powered features created in partnership with OpenAI which automatically transcribe messages, and even offer on the fly translation enabling easier communication between people from different geographies.

Speaking about its offering, James Lin, CEO of Vocalbeats said, "In today's world, people are seeking genuine connections. Buz was designed to prioritise the power of voice, offering a simple and intuitive interface. We believe that using our voices is the most natural way to express ourselves, and Buz creates an environment for seamless, real-time conversations. Our AI-powered features make voice communication even easier, highlighting the ease and joy of real-time connection."

Other interactive features on the app include the ability to share videos, images, links and locations through instant chat, and voice filters to add a playful dimension to conversations. Group chat rooms are great venues for real-time connection with friends and family.

For the moment, Buz does not include advertising. The priority, according to the spokesperson is to deliver the best possible voice communication experience and this will remain the focus for Buz even if it embraces ad-based monetisation in the future. 

With over 20 million downloads globally, Buz has established itself as a market leader in instant voice messaging across Southeast Asia, the US, the UK, and Europe, and continues to expand its reach worldwide. With the new campaign, even more of the audio-driven audience are likely to feel the Buz.