ALEXA MARKET LAUNCH TV CAMPAIGN  (FRANCE) (2018)

Local Creative Strategy Campaigns
Written By Simone Fortunini

Context: Launching Alexa in France: A market with zero product awareness and significant brand challenges.

Challenges: 

  • Negative perception of Amazon as an American corporation threatening French jobs and economy

  • Brand viewed as cold, unemotional, and purely transactional

  • Lack of perceived positive impact on everyday life

 

My Strategic Approach:

Created a culturally resonant campaign showcasing Alexa's role in meaningful personal moments.

Key Elements:

  • Emotional Storytelling: Featured a young woman using Alexa to come out to her parents

  • Cultural Authenticity: Incorporated the iconic French song "J'aime les filles" (I love girls)

  • Visual Familiarity: Showcased typical French landscapes and domestic settings

Alexa Market Launch in France - TV Spot 60”

Results:

  • Significant increase in Alexa device sales (Exact figures are Amazon Confidential)

  • Generated extensive positive media coverage, particularly praising the LGBTQ+ inclusive narrative

  • Improved brand perception, positioning Amazon as culturally sensitive and socially progressive

Simone Fortunini
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