The core campaign idea was: Imagine if Alexa lost her voice. Could anyone possibly replace her?

This was the question we both posed and answered in our campaign, showing famous

celebrities trying to take Alexa’s place and failing horribly. The conclusion was that there’s only

one Alexa.

A week out from the big game Alexa users who asked ‘Alexa, who will win the Super Bowl?’

heard her cough and splutter. This sense that Alexa was losing her voice was reinforced by an

online teaser starring Jeff Bezos. The cultural conversation was underway.

In the following days our celebrities posted ‘Unboxing’ videos of themselves putting on Alexa

headsets – their fans, followers (and everyone else) went nuts as they realized what was going

on.

Three days before the big game we dropped the main spot, showing the celebs trying (and

failing) to do Alexa’s job. This was national news.

Finally, we extended the cultural impact of the campaign through extra spots and on-device

Easter eggs after Super Bowl Sunday. Users could even ask Alexa to talk like Gordon Ramsay!

There were more than 1M interactions with users and the on-device Easter eggs we had

created.

The ‘Alexa loses her voice’ campaign earned over 1 Billion media impressions and was

unanimously crowned victor of the Super Bowl, winning the USA Today’s Admeter, YouTube

Adblitz and Ad Age’s Super Bowl roundup.

The intent to purchase Alexa increased 4% vs pre campaign and perception of Amazon Echo

having ‘Many uses in everyday life’ improved 5%.

This contributed to a 300% lift in sales of Echo devices year on year during Super Bowl

weekend.