ALEXA TV CAMPAIGN “Ode an die deutsche Sprache”  (GERMANY) (2020)

Local Creative Strategy Campaigns
Written By Simone Fortunini

Context: Continuing to build Alexa's brand presence in Germany

Challenges: 

  • Perception of AI as impersonal and lacking cultural understanding

  • Skepticism about Alexa's ability to comprehend nuanced German

 

My Strategic Approach:

Celebrate the richness and complexity of the German language, positioning Alexa as a linguistically adept and culturally aware AI assistant.

Key Elements:

  • Storytelling: Created an "Ode to the German Language" a series of commercials showcasing different aspects of the German language 

  • Cultural Pride: Highlighted unique German words and linguistic quirks

  • Humor and Wit: Used wordplay and typically German situations to engage viewers

  • Alexa's Capabilities: Subtly demonstrated Alexa's understanding of complex German phrases

Alexa “Ode an die deutsche Sprache” campaign in Germany - TV Spot 60”

 

Results:

  • Significant increase in Alexa device interaction and usage (Exact figures are Amazon Confidential)

  • Generated positive media coverage and social media engagement

  • Improved perception of Alexa as culturally attuned and linguistically sophisticated

Simone Fortunini
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