Book jacket design for Tomas Cizek's The Ruse
Amazon’s Fire TV is more than just a streaming platform. Sure, it has all the films and TV your heart could ever desire, but it also has a secret weapon; it has Alexa built in.
For our 2018 FireTV campaign, media context and partner content was everything.
While many people understand how FireTV works, most don’t realize that it has Amazon’s voice assistant, Alexa, built in. Our objective was to demonstrate the power of FireTV and Alexa, and get people to say ‘I wish my TV could do that’.
We worked with two key media partners to build a reverse product placement campaign – using content from their key programming in our advertising, in order to demonstrate the power of using Alexa while watching TV.
One of the biggest benefits of having Alexa baked in to Amazon’s Fire TV is the ability to ask her questions that pop up while you’re watching TV. We’ve all had moments when we’ve been watching TV and seen a product we’ve wanted to immediately order, or remembered that thing we should’ve booked yesterday… Alexa makes that easy, all you have to do is ask!
So our solution was to demonstrate the power of Alexa and Fire TV, using key moments in American and British television to bring it to life, and get everyone to sit back and say “I wish my TV could do that!”
We ran 129 contextual TV spots, and the effect was an 18% point increase in perceptions of innovation, a 10% point increase in perceptions of ease of use, and most importantly, a 29% point increase in people learning something new about Fire TV. At the same time, Amazon’s econometrics showed that the Can Your TV Do That? Campaign was more efficient than similar campaigns running across the same period.