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.
Key Themes Behind This Trend
- Familial Togetherness Tech Ads
- Amazon's 'Be Together More' reveals the power of emotional marketing to sell smart devices.
- 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.
- Simplicity in Smart Assistance
- Emphasizing Alexa's ease-of-use in connecting families highlights the opportunity to market to older generations.
Where This Applies
- 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.
- 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.
- 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.
