SITUATION
Global product launch for Amazon Astro, the first household robot for home monitoring.
TASK
Communicate Astro provides everything you love about Alexa, plus room-to-room utility. This was a high-level ask from Jeff Bezos himself. Amazon was launching its first home monitoring robot,and I was responsible for all content and content strategy. Customers wanted cutting edge-technology to protect their families, so I partnered with the GTM team to come up with 25 concepts that delivered on that need.
Global product launch for Amazon Astro, the first household robot for home monitoring.
TASK
Communicate Astro provides everything you love about Alexa, plus room-to-room utility. This was a high-level ask from Jeff Bezos himself. Amazon was launching its first home monitoring robot,and I was responsible for all content and content strategy. Customers wanted cutting edge-technology to protect their families, so I partnered with the GTM team to come up with 25 concepts that delivered on that need.
We started by gathering key customer insights:
HOME MONITORING
While many appreciate it’s “all in one” capabilities, most feel that home monitoring is Vesta’s primary feature and benefit. Many note its ability to provide a ‘live view of any room’ to ‘detect unusual activity’ or check on areas, items, or people.
MOBILITY
It is clear that Vesta’s mobility is the lead differentiator that brings value. “It's almost like a mobile Amazon Echo device, that smart hub moving around the home rather than set up in that one location, like your kitchen or living room. Instead, it takes all of that and combines it into one highly functioning, highly mobile object, robot.” (40 y.o. man, children)
PERSONALITY
The personality of Vesta generates a positive reaction, but it is complementary. Most [customers] feel strongly that Vesta’s messaging should remain focused on features and functionality, with personality a small bonus to be enjoyed or ignored (not a significant reason to buy).
The personality of Vesta generates a positive reaction, but it is complementary. Most [customers] feel strongly that Vesta’s messaging should remain focused on features and functionality, with personality a small bonus to be enjoyed or ignored (not a significant reason to buy).
So I wrote this as our north star: Keep Home Closer.
The Idea
Home is more than just a place. It’s the people, pets, and things we treasure most. Keep home closer, with Astro—a new kind of robotic home assistant with Alexa built in. Its intelligent movement makes home monitoring and staying connected easier than ever, giving you coverage from corners to countertops, so you can get peace of mind without a camera in every room.
Home is more than just a place. It’s the people, pets, and things we treasure most. Keep home closer, with Astro—a new kind of robotic home assistant with Alexa built in. Its intelligent movement makes home monitoring and staying connected easier than ever, giving you coverage from corners to countertops, so you can get peace of mind without a camera in every room.
Plus, Astro can patrol your home when you’re away, investigate activity, and keep you in the know. No matter where you are.
Brand Voice
Reassuring, warm, optimistic.
Reassuring, warm, optimistic.
Here's the final detail page.
RESULTS
Sold out in 24 hours.
Sold out in 24 hours.
