With the concept ‘Ask for Alexa’, the production created by AlmapBBDO highlights how the voice assistant can be an ally
Amazon announced the launch of a new campaign that aims to promote its virtual assistant, Alexa.
With the ‘Ask for Alexa’ concept, the production created by AlmapBBDO highlights how the voice assistant can be an ally to simplify everyday activities, transforming them into quick and efficient actions.
“We are very proud of the result as we were able to once again showcase Alexa’s Brazilian personality and its various features that make customers’ daily lives easier. Alexa is culturally embedded in the country and this needed to be evident in the content we were developing, including the choice of the characters”, said Claudinne Peixoto, head of online and marketing for Amazon devices.
The campaign features eight 12-second films, combining good humor and the main uses presented by the virtual assistant in the daily lives of Brazilians, including playing music, obtaining quick information, integrating the home with smart home devices, helping with shopping, and a lot more. The initiative brings Ingrid Guimares, one of the main names in Brazilian comedy.
“The expansion of operations with Amazon is the result of the success of the relationship between brand and agency, which has generated excellent results. This campaign was designed creatively and strategically for the Brazilian audience, contributing even more to brand perception and expanding knowledge of attributes and uses of Alexa in the country”, explained Maysa de Oliveira, head of service and business at AlmapBBDO.
The campaign will be 100% digital, with broadcasts on YouTube and Meta (Facebook and Instagram), pieces on the Globo.com portal with national reach, in addition to content on Alexa’s profiles on Instagram and YouTube. The films were produced by Saigon, while the audio was handled by Punch.
“The campaign is based on a true insight: it is more practical to ask a favor from a virtual assistant than to depend on the behavioral unpredictability of good old homo sapiens”, added Philippe Degen, Creative Director at AlmapBBDO.
