Why is this work relevant for Brand Experience & Activation?

Going back home to see parents. A happy moment for the whole family when you get to see loved ones after a long absence. But because of the global pandemic, many Japanese were unable to visit their loved ones back home for 2 years. This tragedy made us realize how precious those moments were. Now with opportunities back, Amazon Echo Show wanted to make sure, that people can treasure the special moments together longer by utilizing the brand experience it can offer. This campaign made many people aware of the necessity to stay connected and became a big topic.

Background

The Amazon Echo Show with smart display and Alexa was experiencing slow growth in Japan, since people did not feel the need in a Japanese residential environment. The multiple functions were making the product difficult to understand, and consumers were not really feeling it was for them. Our challenge was to find a simple, absolute necessity and design the communication in line with the times we are facing.

Describe the creative idea (20% of vote)

Utilizing the prime moment, where people were finally allowed to head back to their hometowns, two-in-one sets of Echo Shows were offered for the price of one. One was for the family back in their hometown, and the other for their own home. People heading home were suggested that the Echo Show could be bought as a souvenir at a sale price, to take back and set up for their senior parents, who may find setting up the device difficult. The video call function with easy and speedy connections will enable connections anytime and allow families to overcome distances.

Describe the strategy (20% of vote)

With the global pandemic, people could not see friends or go back to their hometown and were feeling the importance and preciousness of time spent with loved ones. We came up with the strategy, that the video call of Echo Show, which allows people to connect by just calling out, would be an optimum way to cross over the distance to connect with loved ones. Fortunately, the pandemic had slightly settled at the end of 2021, and this brought on a prime opportunity to suggest a positive change in life that is possible through Echo Show.

Describe the execution (30% of vote)

Utilizing promotional videos, two-in-one sets were sold in time for the year-end hometown visits. During the busy days of December 26 and 27, the world’s first Amazon souvenir shop appeared inside Tokyo Station, the terminal for people heading back. The shop sold a set of two Echo Shows in a specially designed gift box resembling expensive confectionery. Purchasing confectionery as souvenirs is quite common, but this special edition created an opportunity for people to purchase the Echo Show as a special souvenir to take back home, resulting in many people boarding the bullet train carrying Echo Show shopping bags.

List the results (30% of vote)

Traffic during event 300,000 travelers (over two days) Sales 150%UP(YoY) Media impressions $1.5 M Promotional Video Over 10 M views