The campaign culminated in the famous sports and music festival New Star Camp, which attracts tens of thousands of guests every year. Alice co - hosted the event, so more than 52,000 festival guests heard her voice.
But how to do this if we are talking about a smart speaker that is becoming part of our daily life?
Having deeply studied the insights of the target audience, we realized that in this case a few minutes at the consultant’s counter are not enough for users to test the device. You should get closer to it, tune it to fit your individual needs, make a part of your life for a few days, try in different situations.
This is exactly what we offered to the guests of the iconic Rosa Khutor resort: we gave them a smart speaker with Alice for free for a few days. On vacation people are in no hurry and willingly try something new. What is more, they associate the brand with pleasant events.