Will the VPAs now present in our homes and on our phones become new communication media for brands? It is now likely as evidenced by the first campaigns launched in the USA and France.
You probably already know them by their nickname: Google Home, Amazon Echo… These are the famous VPA (for Virtual Personal Assistant)! This concentrate of artificial intelligence (AI) connected to the web can simplify your domestic life by answering your questions (it will look for the answers on the Internet), by controlling your home automation, by broadcasting musical content in the house on demand or videos, keeping your diary, calling your friends, shopping for you on the Internet, …
When we know the nature of the two firms that launched the first domestic VPAs on the market, we suspect that these objects are not only intended to serve us. For Amazon, it is above all a means of simplifying the order funnel and for Google of a new advertising medium to exploit.
When Google promotes Beauty and the Beast
Already last March, users of Google Assistant (on Android) and Google Home noticed the presence of a rather unusual audio announcement slipped into the summary of the day given by the very usual voice of the assistant. This was to promote the release of Disney’s new movie “Beauty and the Beast”. Questioned by The Verge, Google denied its intention to slip an advertisement into the information flow of its assistant: “ This was part of the My Day feature, which after giving you some information about your schedule, sometimes recommends outing ideas. We continue to experiment with how we bring this content to users and recognize that this time around we could have found a better way to do it. “. Hard to believe though…
— brysonmeunier (@brysonmeunier) March 16, 2017
Stubb’s uses Amazon’s voice assistant to help its fans prepare the best summer barbecue
In the United States, Christopher B. Stubblefield is a true legend. Owner of world-renowned Texas steakhouses, he is also the founder of the famous meat sauce brand Stubb’s Legendary Kitchen. Died in 1995, he also had the gift of hosting a barbecue like no one else. In order to pay tribute to this true expert in summer grilling, the food brand set up an unusual brand utility device during the summer of 2017.
Stubb’s has teamed up with Amazon’s smart voice assistant, Alexa, to offer summer visitors advice from the world’s best barbecue chef. Specifically, the announcer tapped into CB Stubblefield’s audio and video recordings in order to bring his voice to life. The result: an app called “Ask Stubb”, available free of charge on Amazon via the dedicated site alexaskillsstore.com, which brings American users the best recipes, stories and cooking tips from the famous chef. All the consumer has to do is ask a question via the smart box and this barbecue king gives them the answer they would have given when they were alive. The app even allows the user to receive the blues-loving character’s favorite music playlist or order Stubb’s sauce from Amazon.
And in France Monoprix and Sephora are in the running
Séphora was the first brand in France to launch on Google Home, offering various services such as making appointments, viewing 2-minute Beauty Podcasts and quizzes.
Monoprix, a subsidiary of the Casino group, launched conversational commerce last week by removing drudgery from the shopping list. Users will thus be able to directly “talk to Monoprix”, by pronouncing the keywords ” Ok Google, talk to Monoprix “. From there, Google Assistant gives way to the retail giant’s artificial intelligence – which has won the favor of the Artefact agency, a specialist in data and AI, to carry out its project – and the user can recite his shopping list. Thanks to the loyalty card and the algorithms that retrieve a lot of information on the shopping history, it is no longer necessary to specify the brand of the product. Ultimately , the list appears in the Monoprix application.
For the time being, it would seem that Monoprix is sticking only to the history of races, but from January, it may well be that the distribution brand issues some recommendations by submitting to its customers three complementary products or brands different. Pierre-Marie Desbazeille, marketing and customer experience manager at Monoprix, explains: ” if you say you buy milk and eggs, we can suggest that you take flour to make pancakes”. But for their products to be recommended, the brands will necessarily have to pay a few dollars to Monoprix. Eventually, Monoprix would even like to suggest complete recipes. By evoking a dish or a dessert, all the ingredients could then be integrated into the shopping list.