SITUATION
Global product launch for Amazon Astro, the first household robot for home monitoring.
TASK
TASK
Communicate Astro provides everything you love about Alexa, plus room-to-room utility.
This ask was quite high-level—from Jeff Bezos himself. Amazon was launching it’s first home monitoring robot. I was responsible for all content and content strategy. Customers wanted cutting edge-technology to protect their families. I partnered with the GTM team to come up with 25 concepts.
So we started by gathering key customer insights:
So 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 Vesta—a new kind of robotic home assistant with Alexa built in. Vesta uses intelligent movement to make home monitoring and staying connected easier than ever. It gives you coverage from corners to countertops, so you can get peace of mind without a camera in every room. You can use it check on the kids when you’re down the hall, or look for your keys when you left them behind.
Plus, with the home monitoring subscription, you can ask Vesta to patrol your home when you’re away, investigate activity, and more—so you can stay in the know, no matter where you are.
Brand attribute
Reassuring
Tone
Warm, optimistic
The final detail page
RESULTS: Sold out in 24 hours.
