Amazon Echo: Alexa, Play My Song

Multinational tech company Amazon launched its Echo smart speaker in India by appealing to its target audience’s music-streaming habits.

Campaign details

Brand: Amazon EchoAgency: Blink DigitalMarket: India

Challenge and business objectives

Amazon was looking to launch its smart speaker, the Amazon Echo, in the Indian market. With competitor products flooding the nascent market, the brand found itself facing two main challenges:

  • Creating awareness about Amazon’s new smart speaker, the Echo
  • Educating audiences about Echo’s AI voice assistant, Alexa

Given the developing Indian market and audiences who would skip ads in a heartbeat, the campaign needed to be cost effective and not have the audience looking for the skip button.

Insight

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