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,...