Amazon’s Alexa makes her mark with Echo launch
Objective
Build preference, and confidence in a completely new technology for an inexperienced and unaware market
Solution
Using the media touchpoints that our audience consumed the most for their entertainment, we created a highly personalised and contextual experience with the product. Through innovative GDN banners and YouTube pre-roll ads, Alexa was present wherever our audience was.
Results
- 6.9 million personalised ads served
- 1500 mentions of songs and artists
- 33% lift in ad recall – highest for any new product launch
- 13% recall for Alexa
