Amazon
Alexa+ Does It Better
The evolution of an icon.
A familiar voice, refined.
A successful new experience redefines how people interact with brands. To introduce the enhanced capabilities of Alexa for Prime members, AKQA created an animated film that reveals a more intuitive and conversational way to engage. The film demonstrates the power of this evolution, inspiring a change in behaviour from simple commands to seamless interaction.
AKQA understood our challenge from day one: show customers why Alexa+ is so much better. They delivered a delightful story and campaign that shows how Alexa+ can be helpful in the everyday, in meaningful ways. The result is a film that's fun, compelling, and brings the improvements to life, inspiring customers to sign up for Alexa+.
Insight
The next generation of intelligence.
How do you encourage people to explore the full potential of a service they already know and love? For Prime members, the enhanced Alexa experience is not an additional feature to be purchased, but an evolution to be discovered. The opportunity was to demonstrate this new level of intelligence in a way that feels immediately valuable, inspiring them to interact in more natural and sophisticated ways.
Idea
Anything you can do, I can do better.
An animated film brings a friendly rivalry between Alexa and Alexa+ to life. Set to the iconic melody of Anything You Can Do, a series of colourful vignettes shows the two voice assistants playfully competing. In each scene, the standard Alexa performs a task, only for Alexa+ to demonstrate how it can do it better, ordering specific products, accessing exclusive content, or completing more complex actions. The vibrant animation, featuring illustrations by Aran Quinn, gives the film an optimistic feel, turning a product demonstration into memorable entertainment.
Impact
A natural evolution.
The campaign gave people a simple and memorable way to understand the enhanced capabilities of a service they use every day. Launched across web, social media and on Amazon devices worldwide, the film demonstrated new, conversational possibilities. By showcasing a more intuitive way to interact, it inspired a change in behaviour, encouraging millions of Prime members to explore the service's evolution and shift their daily habits from simple commands to more sophisticated conversations.
