Amazon | Alexa Together
Stay close, wherever you are.
When Alexa Care—a connected elder care service—first launched, it was hobbled by muddled messaging, no defined target audience and a landing page that suffered from both. Nevertheless, Amazon was undeterred and wanted to take another stab at it.
Rebranding
The first order of business was rebranding the service. “Alexa Care” sounded a little clinical, whereas we wanted things to feel warm. And what’s warmer than togetherness? Your parents watched out for you, now you’re watching out for your parents. But throughout it all, you’ve always been together. Thus, Alexa Together was born.
Time to Start the Explaining
The core idea of Alexa Together isn’t all that complicated: you can keep an eye on your folks without horning in on their lives. But as Alexa Connected, the message was muddled. Too much tech talk, not enough focus on the decision-makers, i.e. the people with aging parents and their concerns. That’s why we recast the entire raison d'être for the service.
Putting It All Together
The culmination of our efforts, this Amazon Day launch video (or re-launch video as the case may be) brought together everything we’d sorted through over the past year. Alexa Together knew who it was talking to, what it was talking about, and why it was relevant and valuable. And because my brain is full of old TV shows, it also contained a reference to Emergency!