How do we prove the irreplaceable value of Alexa’s voice? We take it away.

For the first time ever, we reprogrammed Alexa to lose her voice so that millions of Americans could experience the fantasy of our Super Bowl commercial in real life, right in their home.

To show that virtually no one could replace Alexa, we asked a variety of celebrities like Cardi B, Gordon Ramsay, Rebel Wilson and Sir Anthony Hopkins to fill in for her. They all failed miserably.

Our team of engineers and developers even created over 60 on-device Easter eggs, implementing an entirely new application in voice asistant devices. In the end, consumers experience what it’s like to live without their favorite AI. Proving, that no matter the competition, there’s only one Alexa.

This was a first-of-its-kind national interactive campaign involving millions of Alexa users, their devices and the biggest sporting event of the year.

A week before the big game, Alexa users who asked ‘Alexa, who will win the Super Bowl?’ heard her cough and splutter in her reply. The sense that Alexa was losing her voice was reinforced by an online teaser starring Jeff Bezos. Users started tweeting and asking, what’s wrong with Alexa? Is she ok?

Shortly after, famous celebrities began posting videos showing themselves unboxing Alexa branded headsets. The social chatter continued, as users discovered the famous replacements and over 60 on device Easter eggs.

On the day of the big game itself, Alexa’s replacements were revealed– and of course they were all terrible. The real Alexa remained silent throughout the airing of the ad – until the end of course, when she came back to resume her duties as the nation’s favorite voice assistant.

In the end, we proved, that no matter the completion, there is only one Alexa.

The ‘Alexa loses her voice’ was the most talked about campaign the week leading up to the Super Bowl—earning over 1.5 Billion media impressions.

It was unanimously crowned victor of the Super Bowl—winning the USA Today’s Admeter, YouTube Adblitz and Ad Age’s Super Bowl roundup.

The spot was viewed over 43M times and was the most talked about campaign on twitter the same week, with 720K mentions.

Intent to purchase Alexa increased 4% vs pre campaign and perception of Amazon Echo having ‘Many uses in everyday life’ improved 5%.

We achieved over 1 million interactions with the on device Easter Eggs we created, an experience exclusive to current Alexa device owners.

The ‘Alexa loses her voice’ campaign was a two-week user experience spanning the period before, during and after the Super Bowl. Upon interacting with their device at home, over a million Alexa customers discovered that Alexa was losing her voice. People began tweeting, “What’s wrong with Alexa?” We created over 60 on-device interactions with Alexa, replaced Alexa with celebrity voices, and created more than 200 pieces of social content and the big game spot itself.

This was a first-of-its kind national campaign, involving direct interactions between millions of Alexa customers, their devices and the biggest sporting event of the year.

A week before the game, we reached millions of tech-conscious Alexa customers in their homes, as Alexa began showing signs of losing her voice on device, sending people online to find out why. There, they discovered various leaked celebrity videos, teasing who we’d arranged to replace Alexa. Next, people saw Jeff Bezos in our teaser revealing Alexa had lost her voice—teeing up the Super Bowl ad depicting celebrities failing epically as Alexa.

Alexa customers interacted with over 60 on-device Easter eggs, featuring celebrity voices and Alexa, thanking celebrities for filling in for her—an experience exclusive to Alexa customers.

Celebrities like Anthony Hopkins and Cardi B. failed to fill in for Alexa, but our customers love watching them try. In the end, we created a campaign that made Alexa users realize, that no one could replace Alexa. Thank goodness for all, Alexa got her voice back.

AI voice assistant is the new must-have gadget in the tech world, and Americans are really fond of Amazon’s voice assistant, Alexa. But with competitors like Google Home and Apple HomePod entering the market, we needed to push America’s admiration of Alexa even further.

Research showed that customers believed all digital voice assistants offered the same kinds of features, we also had research that showed that customers felt a much stronger personal connection to Alexa. But how do we make our customers fall in love with Alexa, and realize that no other voice assistant could take her place?

We decided to make a Super Bowl campaign that leans into the emotional connection and love that customers have for Alexa as a reason to drive preference not only for Alexa enabled technology but also for the Amazon brand.