THE WEDDING OF SIRI & ALEXA
| Title | THE WEDDING OF SIRI & ALEXA |
| Brand | VIENNA TOURIST BOARD |
| Product/Service | VIENNA TOURIST BOARD |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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PR
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SERVICEPLAN GERMANY Munich, GERMANY
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Production
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PPM FILMPRODUCTIONS Vienna, AUSTRIA
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Production 2
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MUNICATION Munich, GERMANY
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Production 3
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DOCKYARD Vienna, AUSTRIA
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Production 4
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SIZZER AMSTERDAM, THE NETHERLANDS
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Additional Company
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PLAN.NET Munich, GERMANY
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Credits
| 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 PR?
This year, Vienna celebrates the arrival of both EuroPride and marriage equality. The Vienna Tourist Board wants to make everyone aware of that. To invite the world to EuroPride, we celebrated a wedding stunt in the famous Belvedere Palace: The Wedding of Siri and Alexa. All behind the backs of two of the biggest rivalling companies: Apple and Amazon. A possible lawsuit? We didn’t care. Our PR stunt boldly proved: No matter what it takes, in Vienna there is love for everyone.
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 (20% 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 PR strategy (30% of vote)
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 by celebrating the most unusual gay marriage of all times – our symbol for a city where every kind of love is possible. The Wedding of Siri and Alexa should ultimately prove how progressive and welcoming the city of Vienna and its inhabitants really are.
Describe the PR 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 fall 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