Amazon Alexa
Raising Alexa’s share-of-voice at IFA.

WHAT DID THE CLIENT WANT?

To raise awareness of Amazon Alexa with consumers and connect with industry partners at Europe’s biggest consumer tech show.

WHAT WAS OUR APPROACH?

The power of three: A dedicated space on the show floor, a partner awareness program and a fun consumer engagement.

THE SOLUTION

A multi-purpose booth on the show floor contained a public exhibit of Alexa devices in different usage categories, an immersive Alexa ‘smart’ apartment, an ‘ask the expert’ bar for product developers, a hospitality lounge and multiple meeting spaces for Alexa, Fire TV and Amazon Dash.

To raise awareness of some of the 20,000+ products that are Alexa enabled we had brand ambassadors, display materials, product display units and Alexa speech bubble light boxes distributed across the entire show floor. Consumers also got the chance to win Alexa products with our Spin to Win competition. To qualify, consumers had to collect tokens from Alexa partner booths that could be redeemed for a spin on the Alexa prize wheel, with Amazon Lockers used to reveal the prizes.

The Results

13k
Alexa Booth Visitors
28k
Alexa Partner Booth Engagements
20k
Alexa Prize Giveaways
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