How Amazon Echo connected with consumers and built relevance in their lives

Amazon Echo, a smart speaker brand, launched a multimedia campaign of pre-roll YouTube ads, live news broadcasts and radio shows hosted by Alexa to promote its smart speaker in India.

The Marketing objective

To launch the unfamiliar product of Amazon Echo in India, therefore create a category for smart speaker in an un-anticipating market. This about sums up the herculean task Amazon Echo undertook in 2018.

  1. Building awareness about the product that was not mostly heard before
  2. Creating a category from the scratch ushering a new era for the voice assistant eco-system
  3. To drive penetration across key markets
  4. To change the consumer behaviour through driving real-life relevance

The Target audience

Identifying our TG required more deep diving than simply focusing on gadget enthusiasts. To...

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Insights Team
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