ALEXA MARKET LAUNCH TV CAMPAIGN  (ITALY AND SPAIN) (2018)

Local Creative Strategy Campaigns
Written By Simone Fortunini

Context: Introducing Alexa to Italy and Spain: Markets with zero product awareness and low Amazon brand recognition.

Challenges: 

  • Perception of Amazon products as niche tech, not for general consumers

  • Lack of perceived relevance to everyday Mediterranean lifestyle

 

My Strategic Approach:

Developed a scalable, culturally adaptive campaign showcasing Alexa's integration into traditional family moments.

Key Elements:

  • Unified Core Concept: Young man using Alexa to prepare a surprise anniversary dinner for parents

  • Cultural Customization:

    • Tailored scripts and casts for each market

    • Featured iconic local dishes (Pasta and Tortilla) and local love songs

  • Emotional Resonance: Blended modern technology with cherished family traditions

Execution:

  • Created parallel versions of the commercial for Italy and Spain

  • Maintained visual consistency while adapting cultural nuances

Alexa Market Launch in Italy - TV Spot 30”

 

Alexa Market Launch in Spain - TV Spot 30”

Results:

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

  • Garnered positive media attention in both markets

  • Improved brand perception, positioning Alexa as a helpful addition to Mediterranean households

Simone Fortunini
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