Amazon Alexa
Unapologetically Dutch
Developing an AI persona that Dutchies would love
Challenge
HI! WE’RE BIG TECH, MAY WE COME IN?
"An American tech giant wants to place a listening device into your home. It has all these cool features and at some point will even control your whole house!” It might seem surprising, but many Dutch people were a bit hesitant to get an Alexa. They need to trust Alexa and it needs to prove it’s worth. So to relaunch the Dutch speaking version of Amazon Alexa we would have to make Alexa someone they can relate to. Not a translated version of an American product, but an AI voice assistant that really gets Dutch culture.
Approach
Going back to where it all began
Many entrepreneurs and the world’s biggest businesses got started in the garage. Porsche was no exception, where founder Ferry Porsche built his ultimate sports car from a first sketch. For the brand, the garage is more than a physical space; it represents the fearless mindset that both Porsche and entrepreneurs embody and champion. Zooming in on this shared mentality, we created a campaign to celebrate and encourage entrepreneurship.
Solution
ALEXA, UNAPOLOGETICALY DUTCH
We worked closely with Amazon's personality team to develop a persona that captures all the nuances of Dutch culture—or better yet, understands the Dutch lack of nuance.
An AI that doesn’t stand on ceremony, doesn’t make a big fuss, and tells it like it is—with just the right amount of dry humor, exactly how the Dutch like it.
