HOME WITH ALEXA
A Digital Destination for Smart Living
Scaling a multi-country custom advertising experience across Europe and Japan.
The Alexa Hub is an immersive digital destination on Amazon designed to inspire customers, educate them about Alexa’s capabilities, and showcase Alexa-enabled products from both Amazon and partner brands. Originating as a response to the cancellation of major tech events during the pandemic, it evolved into a multi-country, multi-year initiative, integrating commerce, content, and brand storytelling.
CONTEXT & CHALLENGE
In early 2020 the pandemic disrupted the global technology events calendar including IFA the world’s largest trade fair for consumer electronics and home appliances. Without a physical stage to showcase Alexa’s capabilities there was a risk of losing a key engagement moment with media trade visitors and tech enthusiasts.
We needed to create a digital alternative that could replicate the excitement of an in-person experience while also expanding the audience beyond event attendees. The solution had to maintain Alexa’s premium brand image integrate products from multiple partner brands and adapt to different cultural markets across Europe and Japan. At the same time it required the coordination of complex stakeholder needs and the management of large-scale content production.
“I’m curious about Alexa but I don’t really know what it can do or which devices work with it.”
CUSTOMER PROBLEM
Many customers are curious about Alexa but do not fully understand what it can do for them. They often associate voice assistants with a limited set of tasks such as playing music or answering basic questions and are unaware of its broader capabilities in smart home control entertainment productivity and daily assistance. Information about Alexa’s features is scattered across different product pages and marketing channels which makes it difficult for customers to get a clear and engaging overview. This lack of accessible and inspiring information leads to hesitation in exploring Alexa-enabled devices and prevents customers from discovering partner products that could meet their needs.
GAOL
The objective was to design an immersive and scalable online destination that inspires customers to explore Alexa’s possibilities educates them about both basic and playful voice interactions and highlights partner products in authentic lifestyle contexts.
Our goals were to deliver a high-quality brand experience for Amazon and advertisers expand the reach of Alexa’s storytelling to a global audience create a modular and localized design framework for multi-country rollout and generate measurable advertising revenue combined with long-term partner engagement.
MY ROLE
As Creative Lead I was responsible for driving the concept defining the visual direction and ensuring a seamless integration of partner branding without compromising Alexa’s identity. I created a modular design system, directed multi-country and multi-year lifestyle photoshoots, capturing over fifty products and worked closely with localization teams to adapt content for six markets.
My role included aligning stakeholder groups from retail and advertising sales to external production teams and partner brands while ensuring strategic consistency and timely delivery across all markets. The outcome was a premium multi-market digital experience that set a new benchmark for Alexa campaigns within Amazon.
PHOTOSHOOTING 2021
SOLUTION
The Home of Alexa presents customers with a virtual home where each room highlights Alexa-built-in and Alexa-enabled devices in authentic scenarios. Customers can explore use cases from practical commands to playful interactions while discovering products from partner brands. The hub blends storytelling, product education, and commerce in a visually engaging and culturally adaptable design.
RESULT
The Alexa Hub was so successful for customers, advertisers and the Alexa team that after the launch in 2020 in UK, DE, FR, IT, ES it was continued in 2021, 2022 and 2023 and the concept was also adopted for Japan.
In total we shot 18 days, for 5 different countries with different styles and over 40 different products.