Background: The Amazon Echo was the original device that the product line takes its name from. It features a high-quality speaker and hands- free voice activation by using the “hot word” of “Alexa.” Alexa is a multi-faceted product capable of simple functions like setting a timer or playing music, Alexa manages more complex requests easily.
Target audience: Women, 28-45, educated, middle to upper middle class. The Amazon Echo users are above average in using voice assistants on other devices. Users of voice-enabled speakers such as the Amazon Echo use voice assistants on other devices, although in a different way than average users almost double (1.9x) in using a Smartphone.
Consumer Insight: The consumer wants an all-purpose (pocket-knife like) time-saving item that is reliable, easy, fun and efficient to use. The target audience appreciates the conveniences that technology allows and is starting to become more interested in using more of the features available. The device isn’t brand new but there are new features coming out for the product and even new ways to use some of the old features that intrigue the target audience.
What do we want them to think (strategy): With the Echo, you are just a command away from getting several things accomplished quickly and easily.
Why should they think this (supports): A new gadget that saves them both time and aggravation by simply giving a command (to the Echo) is an investment time is money. The consumer is looking for a device that does more than one thing and does it well. This device should be seen as a multi-purpose time-saving technology that they need to have. By portraying the product as everything that they need to accomplish important needs, should result in optimal sales.
What is the personality of the campaign: The personality of the campaign should be relatable to a number of different demographics and seem informative, entertaining, fun and engaging.
