Alexa: 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 Purpose

This is regarding the launch of the Echo in India. Amazon wanted to tell its urban audiences about its new smart speaker,Echo and its integration with Alexa in a memorable way.

We created the Amazon Echo 'Alexa, Play My Song' Campaign. We made use of one of YouTube's most notoriously invasive ad formats and created a seamless experience to reach people in a relevant and effective ma nne r.

Every time a YouTube user searched for a music video on YouTube, we served them an ad that showcased the simple command you needed to give the Amazon Echo,...

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