The Challenge
Increase Amazon Echo purchases by integrating the target market more fully into the Amazon ecosystem
My Role
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Created a 12 month media plan for 6 U.S. cities densely populated by our target market
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Calculated reach, frequency, and costs for TV, Radio, and Newspaper using Media Framework metrics
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Creative Brief
Challenge: Amazon users are unaware of the convenience of the Amazon Alexa ecosystem.
Consumer Insight: “I don’t have enough hands to accomplish the demands of everyday life”
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Brand Insight: Amazon Echo helps take care of the little things, so you can take care of the big things
Strategy Statement: For those with full hands, Amazon Echo takes care of the little things.
Creative Strategy: Pre-roll ads, banner ads, magazine, television, radio, online, social and outdoor
Tone:
• Smart • Omniscient
My Work
