Australia – To demonstrate the new Aussie language prowess of Amazon Alexa, advertising group Havas Village has launched a new integrated campaign, establishing Alexa’s place in Australian culture and conversation.
The initiative aims to raise awareness for Alexa and devices in Australia following the addition of a stack of new Aussie lingo to her vocabulary, including ‘yeah’, ‘nah’, and ‘mozzie’, as well as ‘barbie’, and ‘bucket down’.
The digital-first campaign was created by One Green Bean (OGB), the PR and social agency by Havas that was responsible for the creative idea, PR and influencer elements, strategy through Havas Labs, with creative execution and production via Host/Havas, while the media was through the global Amazon agency, Rufus.
Titled ‘Aussies get Alexa. Because Alexa gets Aussies.’, the six 30-second creative executions feature media personality Sophie Monk and comedy duo The Inspired Unemployed in their homes teaching Alexa some of Australia’s most distinctive and unique phrases.
Jen Beirne, Amazon Alexa & Devices’ head of marketing, commented it is exciting to be collaborating with true blue Aussies to develop a fun campaign that helps demonstrate just how Australian Alexa has become, and she is certainly learned a lot in the last three years down under, and following the campaign launch, more are speaking with Alexa like a mate.
“From the comments and feedback shared by our customers and community post-launch, the fun and engaging nature of the campaign is exactly what we all need right now,” said Beirne.
Meanwhile, Simone Gupta, the CEO at Havas PR Australia, said, “The campaign shows an idea can come from anywhere and flourish through collaboration between our Village agencies, with the idea developed within One Green Bean and expertly executed by our partners at Host/Havas.”
Jon Austin, Host/Havas’ executive creative director, shared, “Working with our Village mates to combine brilliant talent and brilliant tech has been a deadset bottler.”
The campaign, which kicked off last 20 September 2021, is available for three weeks across Facebook, Instagram, TikTok, and YouTube.