Tone of voice

Untold tone of voice is formed around mystery and intriguing keywords. There is a consistent style of addressing the users. Every channel has a similar way of expression to the others that the users might interact after. The copy tone is also followed by the visual aspects to support the intriguing style.

The questions are one of the main aspects of the tone of voice of the service. Rather than information delivery, Untold addresses the users with questions to initiate curiosity, and encourage them to think about the story that is mentioned in the marketing channel. Also during the digital service itself, Arun the guide delivers the information in a more conversational way which is asking about the facts and then delivering the information. Another dimension is the call-to-action. Apart from just initiating curiosity, Untold calls the users to act in a way to take part in the story. Rather than just being a passive part of the story it calls them to actively participate in the story itself. The mystery aspect is handled by giving clues to the users but not revealing what the whole experience includes. It gives enough information to trigger their curiosity and to fairly understand the story, but the details are hidden. Untold also shows visuals cues to engage the users about the mystery, which can be sinister, dark, sci-fi or enigmatic from time to time.