AMAZON - CLAIRE, AMAZON ECHO

TitleAMAZON - CLAIRE, AMAZON ECHO
BrandAMAZON
Product/ServiceAMAZON ECHO
Category B11. Brand Voice & Strategic Storytelling
Entrant FF PARIS, FRANCE
Idea Creation FF PARIS, FRANCE
PR FF PARIS, FRANCE
Production FF PARIS, FRANCE
Production 2 LA PAC Paris, FRANCE
Production 3 EDITORS Paris, FRANCE
Production 4 THE Paris, FRANCE
Additional Company AMAZON London, UNITED KINGDOM
Credits
Name Company Position
Fred Raillard FF Co-founder and CEO
Farid Mokart FF Co-founder and CEO
Olivier Lefebvre FF Paris Executive Creative Director
Etienne Renaux FF Paris Associate Creative Director
Gauthier Lempereur FF Paris Copywriter
Lise Renoir FF Paris Art Director
Seydi Barak FF Paris Producer
Lionel Benbassat FF Paris Managing Director
Milia Yalioua FF Paris Account Director
Xavier Giannoli La Pac Director
Yorick Le Saux La Pac DOP
Anne-Sophie Bion La Pac Editor
Delphine Guerin La Pac Executive Producer

Background

In June 2018, the agency is taking part in launch of the Amazon Echo smart speaker in France via a TV film, in the middle of the Pride month. The vocation of the Amazon Echo -via the Alexa artificial intelligence- is to gather and reconnect families through a technology integrated into the life of a household: keeping hands and eyes free. This is how Claire, an 18 year-old high school student, who doesn't know how to come out to her parents, will get accustomed to using Alexa, and find a way to come out thanks to one of the device's features.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

In a country like France where the subject of homosexuality is still being debated, coming out is an an important step for every young homosexual, and it’s often difficult to find the right words to announce it to their family and friends. The film was aired in June, during Pride Month, in an effort to anchor Amazon's commitment to the promotion of togetherness.

Describe the creative idea

In June 2018, the agency is taking part in launch of the Amazon Echo smart speaker in France via a TV film, in the middle of the Pride month. In a country like France where the subject of homosexuality is still being debated, coming out is an an important step for every young homosexual, and it’s often difficult to find the right words to announce it to their family and friends. The vocation of the Amazon Echo -via the Alexa artificial intelligence- is to gather and reconnect families through a technology integrated into the life of a household: keeping hands and eyes free. This is how Claire, an 18 year-old high school student, who doesn't know how to come out to her parents, will get accustomed to using Alexa, and find a way to come out thanks to one of the device's features.

Describe the strategy

At a time when coexistence has become a major challenge for our societies, both nationally and at the family scale, technology suffers from a negative image: something that separates us rather than brings us closer. But technology can also help us to get closer, talk to each other and live together more serenely on a daily basis. Amazon Echo falls into this category: a facilitator for all the little moments of life, and adults too, an integral part of the home and able to bring members of a family closer together and not drive them away. The perfect way to launch Amazon Echo while positioning Amazon it as a connected brand that connects people and responds to their needs, in a rather skeptical market and introducing Amazon Echo with a campaign that goes beyond a product demo, on a market where OK GOOGLE already played the product centric card

Describe the execution

The film was aired in June, during Pride Month, in an effort to anchor Amazon's commitment to the promotion of togetherness. The music at the end of this film is the well-known hit song from 1967 : "J'aime les Filles" from Jacques Dutronc. On this popular song, the singer claims his love to every girl on earth, like a true Don Juan. The very "macho" undertones of the lyrics become interesting when played by a girl in the context of a coming out, stressing on the universality of love.

Describe the results/impact

In one month, Claire’s story totalized more than 8 million views on Youtube. Moreover, it took over social media and birthed a discussion over the banalization of homosexuality in the media space. Best of all, the commercial reached the heart of hundreds of french teens in the closet. They took over Twitter to share how the film eased their approach with their parents.