Amazon’s Alexa team has created an immersive 30-second cinema commercial, designed to reinforce the message that Alexa makes smart homes easier. The commercial begins with a voice-over giving a command to Alexa to dim the lights. To the audience’s surprise, not only do the lights in the film dim, but the theatre lights dim as well.
“We just love how the Amazon Alexa ad always adds to the entertainment quotient for our audience,” said Devang Sampat, CEO of Cinépolis India. “We were blown away by the innovative idea of making the product placement contextual [by] dimming of the auditorium lights by giving a command to Alexa, just before the movie starts. This campaign is a great example of how innovation in cinemas can boost the overall viewer experience and generate interest in the advertised product.”
“The simplicity of just asking Alexa and getting things done is a very magical experience. It makes life easier and convenient when you’re able to control smart home appliances with voice,” said Parag Gupta, director and country manager for Amazon Devices India. “We hope that this experiential ad campaign at across Cinépolis, PVR and Inox will make customers explore similar Alexa usage at their homes.”
Dhruv Jha, co-head, Mediabrands Content Studio IPG said, “To make sure that the ad would resonate with the audience and achieve the highest share of voice, we meticulously planned and executed the innovation with Khushi Greenline Media and screened it with Thor: Love & Thunder in 200 screens across Tier 1 Cities in Cinépolis, PVR and Inox. Amazon Alexa is one of the most loved voice services and we needed to make an impression on the audience with a memorable surprise while also achieving our client’s goal.”