Test Drive with Alexa - Amazon

BRIEF

Help reimagine the car test-driving experience in a *new* Covid-19 world. Create a personal, innovative car shopping experience that will help customers make informed decisions without the savvy salesman or crowded dealership support.

ROLE

Leading from the front, this was my first large-scale virtual project that required orchestrating creative technologists & storytellers spanning the US. My overarching guidance ensured the campaign’s tone, creative treatment, and marketing messaging were top-tier.

Partnering closely with Alexa marketing, we created custom voice skills to match the tone and authenticity of the brand’s overarching national campaign. This allowed us to humanize the car-buying experience in this new virtual world. We produced localized ad creative for each of the major markets (e.g. Chicago, LA) and a subsequent e-commerce experience on Amazon.com. This campaign was a true testament to thinking big and putting the customer first…in the comfort of their own space.