Developed by ShowHeroes, the action offered people the opportunity to discover products and make purchases via voice
Unilever and ShowHeroes are launching a campaign centered on voice commands to boost sales of Rexona deodorant lines.
Focusing on Connected TV (CTV), the action developed by ShowHeroes was carried out using Alexa, Amazon’s virtual assistant, to surprise consumers with advertisements directly linked to the retail media platform.
“We ran the first Connected TV campaign with Voice Command and integration with Alexa in Brazil, targeting the TV consumer, without leaving their environment. We have seen a growth in initiatives like this in more mature markets and, in Brazil, it will be no different from now on. The possibility of integrating voice command into a creative and effective digital media strategy opens up immense possibilities for exploring AI (artificial intelligence) tools to support brands in their innovation strategies”, analyzed Lilian Prado, country manager of ShowHeroes Brasil.
In the campaign, CTV offered the opportunity for people to discover the products and make purchases by voice, receiving the product at home via Amazon.
The strategy is based on the command “Alexa, open Rexona”, highlighted in the advertising message next to the brand’s commercial, and when activating the device, the audience received more information about the product, brand messages, purchase information and deodorant lines.
“In this project, we were able to realize that Connected TV has a great potential to generate sales. We already see and carry out initiatives through QR Codes, but real-time voice command to the impact of the advertising campaign is a leap in the use of technology and promoting a sophisticated user experience to the consumer, focusing on convenience, as they do not absolutely need to stop what they are doing. As smart speakers gain more homes, the opportunity to convert demand will be immense”, highlighted Daniela Habif, Performance and Retail Media Manager for Personal Care at Unilever.
