Amazon's 'Be Together More' Introduces the First Echo Spot Ad
Laura McQuarrie — January 27, 2018 — Marketing
To promote its Echo Spot as the most compact way for consumers to connect with Amazon Alexa, Amazon released 'Be Together More.'
Amazon's first ad for the Echo Spot spotlights just a few key features of the smart assistance device and instead puts the focus on feel-good family moments. In the advertisement, a family is seen parting ways after a gathering, leaving a grandmother on her own with just her cat for companionship. She soon receives a special delivery in the mail that lets her quickly reconnect with her family using a simple voice command and a video call.
While there are many ways for consumers to make the most of their Amazon Alexa-enabled device, the Be Together More ad's emphasis on togetherness underlines how a task can be simplified to inspire better connections with the people who matter most.
Amazon's first ad for the Echo Spot spotlights just a few key features of the smart assistance device and instead puts the focus on feel-good family moments. In the advertisement, a family is seen parting ways after a gathering, leaving a grandmother on her own with just her cat for companionship. She soon receives a special delivery in the mail that lets her quickly reconnect with her family using a simple voice command and a video call.
While there are many ways for consumers to make the most of their Amazon Alexa-enabled device, the Be Together More ad's emphasis on togetherness underlines how a task can be simplified to inspire better connections with the people who matter most.
Trend Themes
1. Familial Togetherness Tech Ads - Amazon's 'Be Together More' reveals the power of emotional marketing to sell smart devices.
2. Compact Smart Devices for Video Calls - The Echo Spot's small size and video call features solve a problem for those who struggle with technology.
3. Simplicity in Smart Assistance - Emphasizing Alexa's ease-of-use in connecting families highlights the opportunity to market to older generations.
Industry Implications
1. Smart Home Devices - The Echo Spot is one of many smart home devices following the growing trend of users seeking easier ways to make technology work for them.
2. Elderly Care Technology - The simplicity of the Echo Spot's design appeals to the elderly and highlights the need for technology to be easily accessible to all.
3. Marketing and Advertising - The emotional power of Amazon's 'Be Together More' campaign offers a blueprint for how brands can successfully market their products using an emotional appeal.
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