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

So 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 entire new application in voice activated devices. In the end, consumers experienced what it’s like to live without their favorite AI. Proving, that no matter the competition, there’s only one Alexa.

A week before the big game, Alexa users who asked, ‘Alexa, who will win the Super Bowl?’ heard her cough and sputter in her reply. People began tweeting, ‘What’s wrong with Alexa? Is she ok?’

Next, famous celebrities began posting videos showing themselves unboxing Alexa branded headsets. The social chatter caught fire, as users discovered our famous replacements and clues in over 60 on-device Easter eggs.

Shortly after, the sense that Alexa was losing her voice was reinforced by an online teaser starring Jeff Bezos.

During the big game, Alexa’s replacements filled in for her–and of course they were all terrible. We used audio fingerprinting to ensure the real Alexa remained silent throughout the airing of the ad, and brought Alexa back afterwards to resume her duties as the nation’s favorite voice assistant.

In the end, we proved, that no matter the competition 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 that took place before, during and after the 2018 Super Bowl. We effectively brought the fantasy of the TV commercial into the reality of Americans homes nationwide. A week before the game, over a million consumers discovered Alexa was losing her voice, upon interacting with her on their device. People began tweeting, “What’s wrong with Alexa?” Overall, we created over 60 on-device interactions with Alexa, replacing her with world-famous celebrity voices, and created over 200 pieces of social content, as well as two TV spots for the big game.

Our primary audience was tech-conscious American adults. We created a unique set of interactions for them to experience on their devices at home, before, during and after the Super Bowl. We also created over 200 pieces of social content that reinforced TV and on-device experiences.

The digital plan focused on creating conversation around Alexa losing her voice prior to Super Bowl Sunday via the teaser video and celebrity unboxing videos, building reach and views around the :90 second spot. We also leveraging celebrity equity to carry momentum into and out of Super Bowl Sunday to further prove there’s only one Alexa.

The role of digital was to amplify the master campaign idea for all phases, activate fans of the five celebrities, and drive views of the :90 to ensure objectives around winning Ad Meter and Ad Blitz were delivered on.

AI voice assistant is the new must have gadget in the tech world and American’ s 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 perceived all digital voice assistants offered the same kinds of features, so how do we convince America that Alexa is irreplaceable? And that no other AI voice assistant can take her place?

We set out to build on the emotional connection people have for Alexa as a reason to drive preference not only for Alexa enabled technology but also for the Amazon brand.