SERVICEPLAN GERMANY

Client: Vienna Tourist Board
Product: Tourism
Title: The Wedding of Siri & Alexa
Media: Facebook, YouTube, Instagram, Customized Alexa skill
Country: Global
Date Of Campaign: April 25th, 2019

Background: Since 1 January 2019, the city of Vienna supports marriage for all. We wanted to take this as an opportunity to promote the progressive attitude of the "World's Smartest City" in preparation for EuroPride Vienna 2019 – and to take a brave stand for gay marriage.Marriage for all has finally been available in Vienna since January 1, 2019. And the EuroPride Vienna is just around the corner. We wanted to draw attention to that by celebrating the most unusual gay marriage of all times – our symbol for a city where every kind of love is possible. We should ultimately prove how progressive and welcoming the city of Vienna and its inhabitants really are.

Idea: Our strategy was to create awareness for gay marriage rights by using two voices that challenged prejudices about gender and stereotypes: The world-famous voice assistants Siri and Alexa. The Vienna Tourist Board went all out for the wedding stunt: The smart bridals got their own wedding page where we shared exclusive content. They even had their own Facebook and Instagram where you could follow the entire love story – from the first date to the honey moon. Showing Siri and Alexa not only fell in love in this city, but also with this city: at Vienna’s most iconic hotspots like the Vienna State Opera, the famous Café Sacher and the Giant Ferris Wheel. The wedding ceremony was made possible by the Alexa Skill "The Pride Skill". In addition to information all around EuroPride, we also had hidden an easter egg: with a special trigger, a dialogue can be started between Siri and Alexa that leads to the symbolic marriage of the two voice assistants. And the greatest thing about it: we made everyone able to celebrate this very special wedding by themselves. How? We made “The Pride Skill” officially available in the Amazon Skill Store. This way everyone in the world could marry their own Siri and Alexa to get in the mood for EuroPride Vienna and to take a stand for gay marriage – even in countries where gay marriage is controversial and illegal.

Results: +5 MIO DOCUMENTARY VIEWS ON YOUTUBE, FACEBOOK AND INSTAGRAM+37 MIO CONTACTS AFTER REVEALRECORD NUMBER OF +1,5 MIO EUROPRIDE VISITORS SIRI AND ALEXA WEDDINGS IN OVER 20 COUNTRIES