THE WEDDING OF SIRI & ALEXA

ClientVIENNA TOURIST BOARD
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleTHE WEDDING OF SIRI & ALEXA
Product/ServiceVIENNA TOURIST BOARD
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
PR SERVICEPLAN GERMANY Munich, GERMANY
Production PPM FILMPRODUCTIONS Vienna, AUSTRIA
Production 2 MUNICATION Munich, GERMANY
Production 3 DOCKYARD Vienna, AUSTRIA
Production 4 SIZZER AMSTERDAM, THE NETHERLANDS
Additional Company PLAN.NET Munich, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Jason Romeyko SERVICEPLAN GERMANY Worldwide Executive Creative Director
Matthias Harbeck SERVICEPLAN GERMANY Chief Creative Officer
Christoph Everke SERVICEPLAN GERMANY Executive Creative Director
Alexander Nagel SERVICEPLAN GERMANY Executive Creative Director
Jeferson Lopes Cocate SERVICEPLAN GERMANY Senior Account Manager
Julia Meinetsberger SERVICEPLAN GERMANY Senior Account Manager
Nedim Aktas SERVICEPLAN GERMANY Copywriter
Elena Sorokova SERVICEPLAN GERMANY Junior Art Director
Rebecca Labiner SERVICEPLAN GERMANY Senior Art Director
Alessia Coschignano SERVICEPLAN GERMANY Senior Copywriter
Hendrik Haupt SERVICEPLAN GERMANY Junior Copywriter
Moritz Dornig SERVICEPLAN GERMANY Creative Director
Matthias Schuster SERVICEPLAN GERMANY Creative Director
Markus Maczey PLAN.NET Creative Managing Director
Tammy Jajes PLAN.NET Digital Creative
Franziska Borgwald PLAN.NET Account Management
Friederike Froehlich PLAN.NET Digital Creative
Philipp Elsner PLAN.NET Digital Creative
Jonas Heitzer PLAN.NET Creative Coder
Heinrich Plener PLAN.NET General Manager
Georg Blume DOCKYARD Director
Werner Brunthaler DOCK Line Producer
Sebastian Larossa-Lombardi PPM Filmproductions Producer
Dolf Bekker Sizzer Music Supervisor
Manuel Kotulla NEVEREST Postproduction
Inés Kossack NEVEREST Postproduction
Timon Patris NEVEREST Postproduction
Andrea Lee NEVEREST Postproduction
Maggy Fischer NEVEREST Head of Postproduction
Mirko Hampel NEVEREST Producer
Anna Hrubesch NEVEREST Editor
Julian Wiehl The Vangardist CEO
Christoph Hofbauer Freelance Photographer
Ret Lauterbach PLAN.NET Technical Director
Fabian Prinzen PLAN.NET IT Consultant
Christian Golu PLAN.NET Senior DevOps Engineer
Philipp Misztal PLAN.NET Junior Web Developer
Philip Zimmermann TRO Production
Niko Floss TRO Creation

Why is this work relevant for Direct?

This year, Vienna celebrates the arrival of both EuroPride and marriage equality. The Vienna Tourist Board wants to make everyone aware of that – by celebrating a wedding stunt with the world: The Wedding of Siri and Alexa. Our Alexa Skill “The Pride Skill” made it possible: with a special trigger, a dialogue can be initiated between Siri and Alexa that leads to the symbolic marriage of the two AIs. “The Pride Skill” is officially available in the Amazon Skill Store. This way everyone in the world could marry their own Siri and Alexa.

Background

Vienna is a cosmopolitan kaleidoscope – a progressive city, where different lifestyles are respected and actively lived. The city is preparing for EuroPride Vienna taking place in June 2019. The event will have an extra special meaning for the people of Vienna: it will be the city's first Pride celebration following the legalization of equal marriage in Austria. Our task: to make everyone aware of that.

Describe the creative idea (30% of vote)

To invite the world to EuroPride, we documented a marriage that was never celebrated before. The first A.I. marriage – The Wedding of Siri and Alexa. On April 2nd, Viennese supporters gathered in the famous Belvedere Palace to witness the marriage of the voice assistants in front of a crowded congregation which included Viennese LGBTQ+ celebrities. To make it all happen, we created “The Pride Skill” – a custom Alexa skill that allowed the two AIs to exchange vows. This way, anyone could download the skill themselves, marry their Siri to Alexa and get in the mood for EuroPride 2019 in Vienna at the same time.

Describe the strategy (20% of vote)

Vienna is a cosmopolitan city where diversity and all kinds of life concepts are an everyday occurrence. With the Wedding of Siri and Alexa, we would like to show how progressive and welcoming the city of Vienna and its inhabitants really are. Marriage for all has finally been available in Vienna since January 1, 2019. And the EuroPride Vienna is just around the corner. We wanted to draw attention to that with the world’s first A.I. marriage – our symbol for a city where every kind of love is possible.

Describe the execution (20% of vote)

The wedding ceremony was made possible by the Alexa Skill "The Pride Skill", which is officially available in the Amazon Skill Store. In addition to information all around EuroPride, we also had hidden an easter egg: with a special trigger, a dialogue can be started between Siri and Alexa that leads to the symbolic marriage of the two voice assistants. The Vienna Tourist Board went all out for the wedding stunt: The smart bridals got their own wedding page where we shared exclusive content. They even had their own Facebook and Instagram where you could follow the entire love story – from the first date to the honey moon. Showing Siri and Alexa not only fell in love in this city, but also with this city: at the most iconic hotspots like the Vienna State Opera, the famous Café Sacher and the Giant Ferris Wheel.

List the results (30% of vote)

+5 MIO DOCUMENTARY VIEWS ACROSS ALL CHANNELS +37 MIO CONTACTS AFTER REVEAL RECORD NUMBER OF +1,5 MIO EUROPRIDE VISITORS SIRI AND ALEXA WEDDINGS IN +20 COUNTRIES